Strategies of Service Marketing in New Generation Banks

Abstract

ABSTRACT newlineThe main emphasis of the study was to analyse the current and futuristic services marketing strategies used or applied in the banking industry by new generation banks in India to overcome the unstable market conditions and crisis. The study would look into the various aspects such as: how new generation bankers are making themselves adaptable to face the environment; to understand the future trends that may revolutionize the market and result in not just strive by creating future customers but help to retain them and thrive; to formulate a new model with relation to strategies and marketing; to analyse the competitive advantage, various sustainable strategies adopted and implemented by bankers; to analyse the impact of strategies used by bankers and its outcome when implemented / executed; and to analyse consumer behaviour patterns as trends change and its impact in the industry. The final goal is to help banks and have a competitive edge over each other. newline