Working Title

An Overview of Marketing of Banking Services (Service Marketing) and Indian Banks

Purpose
A bank is an institution that deals with money and credit. Different people understand meaning of a bank in different ways. For a common man bank means a storehouse where money is stored; for a businessman it is a financial institution and for a day to day customer it is institution where he/she can deposit his savings. In reality banks are service organization selling banking services. Banks play an important role in the economy of any country as they hold the savings of the public provide means of payment for goods and services and provide necessary finance for development of business and trade. Thus bank is a link in the flow of funds from savers to the users. Hence they should render efficient customer service in order to retain the present customers and also to attract the potent customers. Bank marketing is the aggregate of functions, directed at providing services to satisfy customers financial (and other related) needs and wants, more effectively and efficiently than the competitors keeping in view the organizational objectives of the bank. The bank marketing activities are concerned with the designing of product strategies keeping in view the needs and requirement of prospects. The issue of services in bank marketing is extremely important and topical. Across the globe, service marketing has been a spectacular innovation in the commercial banking sector in recent years. India too experienced a surge in service marketing in banking sector. The purpose of this study is how service marketing affects banking sector in India and how people are influenced by recent banking services. This study also focuses on the performance of Indian banks.

Aim To analyze the role of service marketing in Banking sector and performance of Indian banks.

Objectives
1. To understand the concept of Bank Marketing. 2. To assess the causes of Bank Marketing. 3. To identify the role of service marketing in Indian Banking. 4. To evaluate the performance of Indian Banks.

Key Questions
1. Why has service marketing become a recent phenomenon in todays market? 2. How does service marketing affect banking sector? 3. Why is service marketing needed in the banking sector? 4. What are the characteristics of service marketing with reference to banking? 5. What are 7Ps of Bank Marketing? 6. How does Banking sector play an important role in Indias Economy?

Hypothesis
Banking sector can boost Indias economy by focusing on the services it provides to its customers.

METHODOLOGY
To acquire valid and reliable information the following steps should be taken: Defining the research objectives Developing the research plan Collecting the information Analyzing the information Presenting the finding

Primary Data: Primary data is that data which is directly obtained from the survey by using one or both of the following two methods: a) Observational Method b) Survey Method i) Personal Interview ii) Mail Interview iii) Telephonic Interview Secondary Data: The data which is indirectly obtained through various sources e.g. various articles; magazines; internet; yellow pages etc.It is less expensive than collection of primary data. Sources of Secondary Data i) Official Publications: Publications of the Central and State Governments, or International Bodies. ii) Publications related to Trade: Publications of the Trade Associations, Chamber of Commerce, Banks cooperative societies etc. iii) Journal/Newspapers etc.: Some newspapers/journals collect and publish their own data, e.g. Economic Times, The Business standards etc. iv) Internet: there are number of websites from which data can be obtained.

Proposed contents of Dissertation

Chapter 1: Introduction

Chapter 2: Bank Marketing the concept

Chapter 3: Banking Structure in India

Chapter 4: Role of Bank Marketing in India

Chapter5: Challenges faced by Indian Banks

Chapter 6: Conclusions and Suggestions

Chapter7: Bibliography