期刊名称：International Journal of Advances in Engineering and Management
电子版ISSN：2395-5252
出版年度：2022
卷号：4
期号：5
页码：528-534
DOI：10.35629/5252-0405284288
语种：English
出版社：IJAEM JOURNAL
摘要：Strategies are important in the banking industry. The concept of customer satisfaction is widely recognized as a key differentiator which occupies a vital position in marketing thought and practice and is the major outcome of any marketing activity. This study makes an effort to understand the difference between the strategies used by state bank of India (SBI) and ICICI bank .The analysis clearly shows that there exists wide difference among state bank of India regarding overall strategies with their respective customers, when compared to ICICI bank whereas said difference in ICICI bank is narrow.
