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The IUP Journal of Services Marketing :
Role of Service Marketing in Banking Sector
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The banks are the trusted places of customers, and have come across many changes in their functioning. There is a high degree of competition among the banks. In this regard, the service quality plays an important role. The public sector banks should also bring changes in their functioning. The role of technology has become as crucial as never before. The banks will have to adopt a full-fledged marketing strategy. Customer satisfaction is crucial for the future of any banking organization.

 
 
 

India's growth is at present service sector driven. According to RBI's data, the contribution of service sector to real GDP growth was 57%, in 2003-04. Even in 1990s, the sector contributed highly in this regard. There is a noticeable trend that when the contribution of service sector to GDP has risen from 47.5% to 57%, the contribution of agriculture has declined from 31.5% to 22.2% in 2003-04. In India, nowadays the growth of service sector is taking place in consumer services, Information Technology (IT) services and business process outsourcing services. According to an estimate given by World Bank, "India's share as a supplier of software services is as higher as 17%, compared to 3.2% in textiles and apparel. The share of software exports has risen from 19% to 34%''. In 1997-98, 96% of all software exports were from of services like custom application Development, IT Training and Education, etc. The share of BPO has risen to 24% of total software exports.

The growth of services are in a dominant form in the industrial growth of India. According to an estimate, the contribution of services is 41% to the GDP of country. In a quick and successful manner, the quality and benchmarking of the services has risen upto the global standard. One may take the examples from financial services, software services, accounting services, etc., which are getting operationalized in a global manner.India is becoming a destination for IT sector. According to NASSCOM, over 185 Fortune 500 companies apply Indian software services. Multinationals are interested due to the relatively low cost of operation, high-skilled manpower and knowledge reservoirs - the chief reasons for promotion of Indian software industry.

 
 
 

Service Marketing in Banking Sector, marketing strategy, Information Technology, IT, World Bank, Financial services, Indian Software services, Accounting services, Gross domestic products, GDP, Indian software industry, NASSCOM, Indian regional rural banks, Internal marketing strategy, Total Quality Service.