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    05 - Table of Contents

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    Meenakshi

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    © All Rights Reserved
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    05 - Table of Contents

    Uploaded by

    Meenakshi
    6 views3 pages

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    05_table of contents

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    Copyright:

    © All Rights Reserved
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    Download as pdf or txt
    6 views3 pages

    05 - Table of Contents

    Uploaded by

    Meenakshi

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    You are on page 1of 3

    TABLE OF CONTENTS

    Certificate

    Declaration

    Acknowledgements

    List of Tables

    List of Figures

    Chapter – I: Relationship Marketing: An Overview

    1.1 Introduction Relationship Marketing

    1.1.1 Marketing: a New Paradigm

    1.1.2 Financial Services Sector

    1.1.3 Marketing Concept in Banking Sector

    1.1.4 Bank Marketing in India

    1.2 Some Recent Definitions

    1.3 Parties Involved in Relationship Marketing

    1.4 Benefits of CRM

    1.5 CRM and Growth of Service Sector

    1.6 CRM in Banking

    1.7 CRM Life Cycle

    1.8 Stages of Relationship

    1.9 CRM and Customer Satisfaction

    1.10 Direct Marketing to Relationship Management

    1.11 Dimensions of Customer Relationship

    1.12 Drivers of Customer Satisfaction

    1.13 Trends in Sales Management after CRM

    1.14 Customer Brand Loyalty

    1.15 References

    v
    1.16 Scope of the Study

    1.17 Research Objectives

    1.18 Research Methodology

    1.19 Limitation of the Study

    1.20 Proposed Chapter Scheme

    Chapter – II: Review of Related Literature

    Chapter–III: Relationship Marketing Strategies Adopted by Indian Banking


    Sector

    3.1 CRM Practices in banks

    3.1.1 ICICI and CRM

    3.1.2 HDFC and CRM

    3.1.3 SBI and CRM

    3.1.4 PNB and CRM

    3.2 Factors of Relationship Marketing

    3.3 Managers Point of View: Comparison of Different Factors of


    Relationship Marketing

    Chapter – IV: Impact of Relationship Marketing Strategy on Consumer


    Loyalty

    4.1 Impact of Demographics on Consumer Loyalty

    4.2 Impact of Relationship Marketing on Consumer Loyalty

    4.3 Comparison: Relationship Marketing Strategies of Public Sector


    and Private Sector Banks

    4.3.1 Comparison Public Sector and Private Sector Banks under


    Financial Benefits
    4.3.2 Comparison Public Sector and Private Sector Banks under
    Long Term Contact
    4.3.3 Comparison Public Sector and Private Sector Banks under
    Proactive Marketing

    4.3.4 Comparison Public Sector and Private Sector Banks under


    knowledge Building Programme

    vi
    4.3.5 Comparison Public Sector and Private Sector Banks under
    Convenience

    4.3.6 Comparison Public Sector and Private Sector Banks under


    Visibility

    4.4 Managers Point of View: Comparison Public Sector and Private


    Sector Banks

    Chapter - V: Findings and Recommendation\ Suggestions

    5.1 Factors of Relationship Marketing

    5.2 Relationship Marketing Strategies Adopted by Banks

    5.3 Impact of Relationship Marketing Strategy on Customer Loyalty

    5.4 Impact of Demographics on Customer Loyalty

    5.5 Impact of Relationship Marketing Strategies: Public Sector


    Banks Vs Private Sector Banks

    5.6 Suggestions

    Chapter- VI: Conclusions

    6.1 Contribution of the Study

    6.2 Scope for Further Research

    Bibliography

    Appendix I : Questionnaire (Customer as Respondants)

    Appendix II: Questionnaire (Manager as Respondants)

    vii

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