Business, Management and Accounting
8 years ago

Banks Revolutionize Customer Retention Strategies for Increased Loyalty and Growth

Bank Customers and Managers Opinion about Relationship Marketing and Customer Retention in SBI and ICICI Bank
Aravamudhan, K. S. Rangasamy

Paper Summary

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Relationship marketing is crucial for banks to keep customers and attract new ones. The study looked at opinions of bank customers and managers in SBI and ICICI Bank. Results showed that both banks use relationship marketing to retain customers. Human behavior also plays a role in relationship marketing. Communication and fees are important factors that influence customer retention.