Record Details

Key Strategic Prescription for Indian Financial Services Sector: A Study with Special Reference to ICICI Bank

MANTHAN: Journal of Commerce and Management

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Field Value
 
Title Key Strategic Prescription for Indian Financial Services Sector: A Study with Special Reference to ICICI Bank
 
Creator Mittal, Anurag
 
Subject Customer loyalty; Customer retention; Transaction approach; Relationship marketing; Financial services.
 
Description The paper discusses the emergence of ‘relationship marketing approach’ and highlights its importance in today’s highly competitive world with special reference to financial services sector. The thoughts of various management thinkers on relationship marketing approach have been also incorporated along with the recent attempts to create a platform for the execution of Relationship Marketing Philosophy in Indian financial services. The present paper also enlists some of the challenges that a modern marketer has to face in its path to implementing relationship marketing in financial service industry. Relationship Marketing is not about implementing better technology; it is about building the process that fosters longer, more profitable customer relationships. Various relationship building tools and programs have been also highlighted to provide an overview of the execution of this philosophy in the financial services sector.
 
Publisher Journal Press India
 
Date 2017-01-25
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier https://www.myresearchjournals.com/index.php/MANTHAN/article/view/9608
10.17492/manthan.v4i01.9608
 
Source MANTHAN: Journal of Commerce and Management; Vol 4, No 01 (2017)
2347-4440
 
Language eng
 
Relation https://www.myresearchjournals.com/index.php/MANTHAN/article/view/9608/8964