INTERACTIVE MARKETING STRATEGIES OF MID SIZE BANKS A COMPARATIVE STUDY of YES BANK AND INDUSIND BANK

Abstract

The Indian banking industry is highly dynamic and competitive and mid-size newlinebanks are highly efficient with a low level of non-performing assets. Even though newlinethey need to compete with large public and private sector banks, they are still able to newlinemaintain their profitability and customer base. This makes it worthy of investigation. newlineThe research study intended to compare the customer satisfaction derived from newlineinteractive marketing dimensions and channels of two mid-size banks, Yes Bank newlineand IndusInd Bank . newlineFirst, Interactive Marketing dimensions were used to measure and compare newlinethe customer satisfaction levels of the two banks. Five Point Likert Scale was used newlineto measure the customer satisfaction level from interactive platforms. The further newlinestudy focused on finding out the relationship between Interactive Marketing newlinedimensions and customer satisfaction from mobile banking and internet banking. newlineThis was an empirical research where data was collected with the help of a newlinequestionnaire. A pilot study was conducted on a sample of 101 and the total sample newlinesize drawn for the study was 834. newline