Marketing of Banking Services in India

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Author(s): Rakhi Arora (Jaipur National University, India)
Copyright: 2017
Pages: 27
Source title: Strategic Marketing Management and Tactics in the Service Industry
Source Author(s)/Editor(s): Tulika Sood (JECRC University, India)
DOI: 10.4018/978-1-5225-2475-5.ch005

Keywords: Business & Management / Business Science Reference / Electronic Services & Service Science / Marketing and Consumer Behavior

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Abstract

Banking sector plays an important role in Indian Financial Sector.It has a long history that has gone through various stages of development after Liberalization, Privatization, and Globalization (LPG) has taken place. The Indian banking sector is broadly classified into scheduled banks and non-scheduled banks. The scheduled banks are those included under the 2nd Schedule of the Reserve Bank of India Act, 1934. The scheduled banks are further classified into: nationalised banks; State Bank of India and its associates; Regional Rural Banks (RRBs); foreign banks; and other Indian private sector banks, which are controlled and governed by Reserve Bank of India (Central Bank of India) and Ministry of Finance. In this era, the government has issued licenses to the new entrants to establish new banks to serve the Indian society. This chapter focuses on to show the various undergone phases of Indian banking system, growth of deposits and credits, technological development in Indian banking sector, services provided by the Indian banks, benefits and challenges faced by the Indian banks.

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Marketing of Banking Services in India

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