A Study of Marketing Communication in Public and Private Sector Banks

Abstract

With the quickly changing business scene, banks are tested to discover better approaches for restructure their upper edge in this dynamic world. Clients have turned out to be resistant to a large number of items and administrations as development in the monetary division is developing at a fast pace. Thinking about these conditions, promoting correspondences, and all the more significantly, coordinated showcasing interchanges turns into the center of business and the general financial methodology. The benefit of showcasing interchanges to the financial division is verifiable. With their broad correspondence skill, marketing communication help banks to construct a solid corporate personality which shapes the corporate/brand picture. The research focuses on analysing factors responsible for marketing communication in public sector banks against customer satisfaction using factor analysis, correlation and regression analysis. The study entails the impact and relations of customer satisfaction against the marketing communication variables namely, Advertising, Sales promotion, Personal selling, Direct marketing and Publicity and Public relations.