INFORMATION TECHNOLOGY USAGE BY INDIAN BANKS IN MARKETING OPERATIONS

Since the time of privatization, liberalization and globalization of banks in India, the Indian banking sector has been developing constantly taking into consideration the requirements of different segments of the society. In the present era, the banks have changed their approach from Conventional Banking to Convenience Banking. Use of information technology in banking industry is the most important element in Convenience banking. Today, the banks are consistently engaged in technological innovation of product and process to provide services to their customers in the more efficient manner. The present paper attempts to study the use of information technology by the Indian private sector and public sector banks in marketing of their products.