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Executive Summary:

Nowadays, the service industry, especially banks, faces increasing competition. In such environment, differentiation is necessary. The general purpose of this thesis is to understand how a bank can achieve differentiation based on a marketing approach. Two research questions will respectively examine the three additional P’s of the marketing mix (People, Presentation or Physical Evidence and Process) and the Customer Relationship Management as possible differentiators. To fulfill the purpose, we introduce an extended model of the CRM concept, including the three additional P’s. After an analysis, it is concluded that the extended model of the CRM concept is actually used as a differentiator. However, as the major Indian bank have a similar strategy; it then appears really difficult to differentiate to a large extent.

Background

The importance of financial services is self-evident for the well being of economies as well as societies. Major providers of......

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Approximate Word Count: 6337
Approximate Pages: 26 (250 words per double-spaced page)

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