Summary |
Corporation made ways for the development of corporate culture which opened doors for the emergence of techniculture. The new generation of ICT opened new vistas for the development of multi-channel banking considerably influenced by e-banking. This paved the avenues for redefining the concept of service quality in the banking world. The process of technological sophistication started gaining a rapid momentum since the beginning of 21st century. The banks all over the world started promoting techno-driven services. This helped banks in satisfying and retaining the customers. At the same time, the security threats on account of increasing cyber crime complicated the task of bank professionals.
During yesteryears, the global economic recession has aggravated the magnitude of problem and we find even big players in Europe and USA falling like ninepins.
The present book “Band Marketing” attempts to study the multi-dimensional problems helping bank professionals in marketing the services. Compete or perish, is a slogan necessitating due attention of bankers in improving the quality. Studying and understanding the markets, identifying the levels of expectations of customers, formulating a sound marketing strategy sizably influenced by customization are some of the key issues before marketers which they can successfully tackle with this new edition of the book.
The students of MBA, bank marketing, bank management would find this book useful white enriching their knowledge bank. The policy-makers, bank practitioners, academicians and many others would be benefited from the literature made available to them.
Written in a lucid style, the book would be useful to the bank professional in perceiving a time-tested perception of service quality.
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