Customers' Perception towards Marketing Strategies of Commercial Banks

The study examines the customers perception towards the marketing strategies of commercial banks. For rapid economic development, commercial banks have emerged as key financial agencies. Indian banking system relays upon its customers. But, customers are varying by socio-economic and cultural backgrounds and their perception about banking services and marketing strategies differs from customer to customer. A structured questionnaire was prepared with general profile, psychological variables of bank customers and marketing strategies of commercial banks. Researcher has adopted descriptive research design and Convenience sampling with the sample size of 493 respondents in Tiruchirappalli, Tamil Nadu, India. Statistical tools such as factor analysis, Friedman test, Chi square, ANOVA, t-test, regression and inter correlation were used for analysis. The results showed that both the variables namely general profile and psychological variables influence the perception of the customers towards the various bank marketing strategies. Thus it is essential for the banks to analyze both the above said variables while developing the marketing strategies.

Autorentext

Dr. T.S. Uma Rani, Head - MBA, IGCE, Trichy, TamilNadu, India. Totally 9 years of teaching and 4+ years of corporate experience. Qualified UGC-NET(Management). Specialized in Marketing and Finance. Has organised many Seminars, Conferences & Workshops. Has published nearly 17 Articles in National and International Journals and an edited volume book.

Klappentext

The study examines the customers' perception towards the marketing strategies of commercial banks. For rapid economic development, commercial banks have emerged as key financial agencies. Indian banking system relays upon its customers. But, customers' are varying by socio-economic and cultural backgrounds and their perception about banking services and marketing strategies differs from customer to customer. A structured questionnaire was prepared with general profile, psychological variables of bank customers and marketing strategies of commercial banks. Researcher has adopted descriptive research design and Convenience sampling with the sample size of 493 respondents in Tiruchirappalli, Tamil Nadu, India. Statistical tools such as factor analysis, Friedman test, Chi square, ANOVA, t-test, regression and inter correlation were used for analysis. The results showed that both the variables namely general profile and psychological variables influence the perception of the customers' towards the various bank marketing strategies. Thus it is essential for the banks to analyze both the above said variables while developing the marketing strategies.