Marketing of banking services in India a case study of state bank of India

Abstract

The thesis looks into the detailed overview of State Bank of India and the marketing strategies of State Bank of India. Banking has become a basic need of human life today. We can t even imagine our life today without banks. Each and every person on earth is related to any bank whether directly or indirectly. Ours study is based on the extension of basic banking functions. We are talking about internet / online banking today, mobile banking, self printing machines for passbooks and NEFT/RTGS transfers etc. to name a few. All the banking has shrunk into our phones today. This is the effect of globalisation, Information Technology, Digitalization and intense competition of the modern world. In our study, we have tried to put a small effort in the direction of advanced banking today and presented the facts and figures that banking is providing to us today. newlineThe digital alignment of banking along with our digital life is beautifully framed in the thesis. The digital products and services which are offered by the State Bank of India to its customers whether in India or outside India are explained in detail and social responsibility in context of marketing of the services by State Bank of India are highlighted and data is given to learn the exact scenario. newlineSince the study is particularly based on State Bank of India, the effort is done to collect the required information and facts and figures are put together what State Bank of India is providing to its customers. The basic data about State Bank of India is gathered from the banks annual reports that are published on annual basis each year. In our study, the annual report of 2017-18 is mostly analysed. For research methodology, the data is collected from primary and secondary sources both so that a more realistic outcome can be get. The primary data is collected by way of questionnaires that are filled online and offline mode both. newlineThe objectives cannot be met if the relationship between various marketing activities are don t get related to the profitability and custom