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Promotional strategies and customer satisfaction level of banks

Usha Arora , Usha Arora , Monica Bansal

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Journal of Social Welfare and Management 1(4):p 145-154, October-December 2009. | DOI:

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Abstract

The ever-increasing demand for credit and growing competition has compelled banking and financial institutions to introduce new financial instruments and credit products. However, the rapid growth of credit usage has also resulted in increased incidence of bad debts and defaults. In such a scenario, banking and financial institutions are faced with the dual challenge of being quick in meeting the market expectations by introducing new products and services and faster credit approvals; at the same time ensuring that sufficient care is taken before credit approvals in order to avoid defaults and delinquencies later. It has become very important for lending institutions to undertake due diligence in assessing their customers' creditworthiness before extending credit in order to avoid lending to less creditworthy customers. In this respect, banks and lending institutions use several techniques and technologies in assessing creditworthiness of their customers. The main objective of research is to determine the level of customer satisfaction by different sectors of bank and also to make a comparative study of the promotional strategies of the selected banks.

Keywords:Marketing Practices, Customer Satisfaction, Promotional Strategies

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