Abstract: Role Played by Elements of Marketing Mix in Customer Retention in Retail Banking: An Empirical Study
International Journal of Science and Research (IJSR)

International Journal of Science and Research (IJSR)
Open Access | Fully Refereed | Peer Reviewed

ISSN: 2319-7064

Downloads: 129

Research Paper | Management | India | Volume 3 Issue 8, August 2014

Role Played by Elements of Marketing Mix in Customer Retention in Retail Banking: An Empirical Study

Niharika Maharishi, Nitin Bhardwaj

Retail Banking, a typical mass market banking, is a service oriented sector attending to the management of its customers wealth and financial transactions as desired by them. With the opening of the banking sector, post liberalization and new players and multiple channels registering their presence, customers have become more sensitive, judicious and disloyal to the banks. This makes it imperative that banks provide best levels of service to ensure customer satisfaction. Along with the acquisition of new customers, retaining the old customers has also become a main priority for the banks today. This study aims to ascertain the importance and role played by marketing mix elements or 7Ps in enhancing customer loyalty and to ascertain the effect of the various elements on the customer mind frame. Such analysis shall help to define and suggest a model marketing strategy or a tool with a judicious mix of the preferred top rated elements. This empirical study has been conducted through collection of primary data by Non Probabilistic Sampling Technique and a Questionnaire directed at the 150 customers of 6 branches of 3 prominent private banks in 3 big cities of Rajasthan.

Keywords: Marketing Mix, Retail Banking, 7P, Customer Retention

Edition: Volume 3 Issue 8, August 2014

Pages: 803 - 806

Share this Article

How to Cite this Article?

Niharika Maharishi, Nitin Bhardwaj, "Role Played by Elements of Marketing Mix in Customer Retention in Retail Banking: An Empirical Study", International Journal of Science and Research (IJSR), https://www.ijsr.net/search_index_results_paperid.php?id=2015456, Volume 3 Issue 8, August 2014, 803 - 806

Enter Your Email Address


Similar Articles with Keyword 'Marketing Mix'

Downloads: 132

Research Paper, Management, Ethiopia, Volume 9 Issue 4, April 2020

Pages: 268 - 274

Effect of Marketing Mix Strategy on MSEs Sales performance - Gomo region, Ethiopia

Krishnasamy Srinivasan, Lisanu Esrael Adaro

Share this Article

Downloads: 136

Research Paper, Management, Indonesia, Volume 7 Issue 1, January 2018

Pages: 1732 - 1735

The Analysis of Marketing Mix toward Behavior Intention: TCASH Case in Bandung (Quantitative ? Pilot Study)

Resty Ayuni Putri, Indrawati

Share this Article

Similar Articles with Keyword 'Customer Retention'

Downloads: 114

Research Paper, Management, Sudan, Volume 3 Issue 11, November 2014

Pages: 2384 - 2388

Impact of Corporate Brand on Customer's Attitude towards Repurchase Intention

Badr Elgasim Balla, Dr. Siddig Balal Ibrahim

Share this Article

Downloads: 133 | Weekly Hits: ⮙1 | Monthly Hits: ⮙1

Research Paper, Management, Kenya, Volume 3 Issue 3, March 2014

Pages: 192 - 196

Effects of Competitive Strategies on Customer Retention in G4s Security Services (K) Ltd

Kihoro Cyrus Murigi, Kepha Ombui

Share this Article

Similar Articles with Keyword 'Marketing'

Downloads: 43

Research Paper, Management, Morocco, Volume 3 Issue 9, September 2014

Pages: 2446 - 2449

Role of Marketing Information Systems in Supporting Decisions of Business Managers: Verification Test on the Case of Agribusiness in Agadir City, Morocco

M'barka BOUHOUILI; Ali RACHIDI; Mostapha AMRI

Share this Article

Downloads: 87

Research Paper, Management, Malaysia, Volume 8 Issue 10, October 2019

Pages: 846 - 847

Research on the Buying Behavior and the Description of Cellphone Companys Customers

Hong Fuchun

Share this Article

Similar Articles with Keyword 'Mix'

Downloads: 45

Masters Thesis, Management, Kenya, Volume 10 Issue 3, March 2021

Pages: 887 - 891

Influence of Strategic Planning on Implementation of Organization Structure at Safaricom Public Limited Company

Doris Edna Karimi, Dr. Jane Queen Omwenga

Share this Article

Downloads: 63

Research Paper, Management, Philippines, Volume 10 Issue 3, March 2021

Pages: 102 - 109

Sustaining the Cooperatives: The Role of Exploration

Daryl Jane Agbayani-Caballero

Share this Article

Similar Articles with Keyword 'Retail'

Downloads: 0

Research Paper, Management, India, Volume 9 Issue 11, November 2020

Pages: 1577 - 1581

Global Challenges and Opportunities Post Pandemic

Rebecca F. D'souza

Share this Article

Downloads: 1

Research Paper, Management, India, Volume 10 Issue 7, July 2021

Pages: 91 - 94

The Perfect Order Index and Ways to Improve Using Technology

Sathvik K R, Suma B

Share this Article

Similar Articles with Keyword 'Banking'

Downloads: 140

Research Paper, Management, Morocco, Volume 6 Issue 8, August 2017

Pages: 1431 - 1444

Credit Risk Assessment: The Structural Approach (MERTON Model) Applied to the Moroccan Banking Sector

Ezouine Driss

Share this Article

Downloads: 68 | Weekly Hits: ⮙1 | Monthly Hits: ⮙1

Research Paper, Management, Zimbabwe, Volume 9 Issue 8, August 2020

Pages: 1256 - 1265

The Impact of Organisational Change Management Theoretical Perspective in the Context of Zimbabwes Cash Crisis on Small to Medium Enterprises and their Consequent Adaptation Strategies

Enock Takudzwa Zenda, Austin Musundire, Obediah Mumanyi

Share this Article
Top