International Research journal of Management Science and Technology

  ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST

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EVALUATION OF MARKETING STRATEGIES THROUGH CUSTOMER’S SATISFACTION USING RATER MODEL(WITH SPECIAL REFERENCE TO PNB & ICICI )

    1 Author(s):  DR. J.C. PORWAL . JYOTI CHAWLA

Vol -  7, Issue- 5 ,         Page(s) : 51 - 59  (2016 ) DOI : https://doi.org/10.32804/IRJMST

Abstract

The concept of marketing of banking services is interrelated with service quality and customer satisfaction. Service quality and customer satisfaction play a major role in framing marketing strategies. In this paper, we have tried to analyze the extent of marketing perceptions such as mouth publicity, advertisement, sales promotion, personal selling and direct marketing are how much efficient to satisfy the customer so that further plans can be framed for better marketing. For this customer responses about the service quality from the marketing point of view have been studied under 5 dimensions namely Reliability, Assurance, Tangibility, Empathy and Responsiveness of the RATER model.

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