author(s)
Nisha Rani

abstract
Since the liberalization of the Indian economy in 1991, the financial sector has undergone significant transformations. Entering the new millennium, characterized by a technological revolution, the financial industry faces a multitude of new challenges and tasks. In a global information system with broader operational scopes and intense international competition, financial services must rely on innovative marketing strategies to maintain a dynamic market presence and ensure service longevity. The sophisticated and expanding demands of customers have compelled financial institutions to adopt new marketing approaches. Success now hinges on their commitment, adaptability, accessibility, and ability to embrace new trends, thereby meeting the ever-changing needs and aspirations of their clientele. Modern bank management centers around the customer, evolving with their needs and failing if customer satisfaction is not achieved. Banks now operate in a buyer's market, where customer satisfaction is crucial to their success, directly influenced by the service mix and quality provided. Consequently, marketing personnel must be trained to interact with customers with a human touch, always striving for better customer satisfaction. This study aims to compare the marketing practices of public, private, and foreign banks in India, and to suggest strategies for enhancing consumer satisfaction in a competitive environment. The research is based on primary and secondary data collected from selected banks and their customers, with an analysis of current marketing practices deployed across different sectors of banks. The findings indicate that effective customer care training and innovative service strategies are crucial for improving customer satisfaction and maintaining a competitive edge in the banking industry.