COMPARISON OF RELATIONSHIP MARKETING BY PUBLIC AND PRIVATE SECTOR BANKS IN INDIA

This research paper endeavours to do a comparative study between Indian public sector and private sector banks on the basis of customers' satisfaction with relationship marketing which is fast replacing the mass marketing due to intense competition in the Indian Banking sector. Primary data were collected for descriptive research using a structured questionnaire which was administered to 311 respondents in National Capital Region of Delhi chosen through non-probability convenience sampling. The data collected were analyzed using SPSS 21.0 software and inferential, and correlation analyses were done. In almost all the aspects, the customers of private sector banks have been found to be more satisfied with relationship marketing as compared to the customers of public sector banks. The major difference in satisfaction is because of long-term relationship building and quicker complaint resolution by private sector banks. The paper offers valuable insights on the drivers of customer satisfaction with relationship marketing which could be focused upon by public sector banks for enhancing customer satisfaction to be able to take on the competition unleashed by the private sector banks.