Marketing of Financial Services - A Study

Marketing of Financial Services - A Study focuses on the Marketing Strategies adopted by Banks in delivering their valued services to their customers. It is an evaluative study of the customer's expectations and perceptions of the customers through which a gap can be learned and those are highlighted in the form of suggestions to improve the service delivery quality. Product, Price, Place, Promotion, People, Process, and Physical evidence are the elements in Services Marketing Mix, which are highlighted in the study along with the methods and strategies adopted by the banks to increase customer base as well as to retain the existing customers. Technology has been the keen impact factor that is influencing the customer to select the service provider, digital applications of the banks are the major drivers for the success of the banks nowadays. It is observed that an effective marketing mix including traditional sources and modern methods are need to be implemented to attract customers.