1.
Rupali Madan
– Assistant Professor, Ymcaust, Faridabad, Haryana, India.
2.
Rachna Agrawal
– Assistant Professor, Ymcaust, Faridabad, Haryana, India.
3.
Mitu G. Matta
– Assistant Professor, Ymcaust, Faridabad, Haryana, India.
Abstract
In todays competitive world, it has become mandatory to maintain the relationship not only with customers but also with other stakeholders. After liberalisation, privatisation, and globalisation, private banks are giving tough competition to public sector banks. The present paper compares the public sector and private sector banks in various aspects of relationship marketing. For the same purpose, 23 variables have been taken. The mean and standard deviation have been calculated. The data has been collected through the chosen employees of the different banks. The area chosen for the study is national capital region (NCR). Independent t-test has been used for comparing the banks. It has been observed that there is a significant difference between private sector and public sector banks. The performance of private sector banks has been found to be better in every aspect studied.
Keywords Relationship Marketing Strategies, Private Sector Banks, Public Sector Banks, Customer Relationship Management
