BANK SERVICES MARKETING

OF
SELECTED COMMERCIAL BANKS

Dissertation
Submitted to the
Alagappa university
In partial fulfillment of the
Requirement for the award of the

DEGREE OF
MASTER IN PHILOSOPHY
IN
COMMERCE

By:
ESHU MITTAL
Enrn# 066030700

Research Guide :

DR.M.L. GUPTA
Reader & Dean
Faculty Of Commerce & Business Administration
S.S.V.P.G. College , Hapur(U.P.)
June-2007
 BANK SERVICES MARKETING
OF
SELECTED COMMERCIAL BANKS

Dissertation
Submitted to the
ALAGAPPA UNIVERSITY
in partial fulfillment of the
Requirement For The Award Of The
Degree Of
MASTER IN PHILOSOPHY
IN
COMMERCE

By
ESHU MITTAL
Enrn # 066030700

Research Guide
DR.M.L. GUPTA
Reader &Dean
Faculty Of Commerce &Business Administration
S.S.V. P.G. College, Hapur (U.P.)

Faculty of Management Studies (D.D.E.)

ALAGAPPA UNIVERSITY
Karaikudi-630003
(June—2007)
 DECLARATION
I hereby declare that the dissertation entitled “BANK
SERVICES MARKETING OF SELECTED
COMMERCIAL BANKS” submitted for the M.PHIL.
Degree in Commerce is my original work to the best of my
knowledge and the dissertation has not formed the basis for
the award of any degree, associate ship, fellowship or any
other similar titles.

Place:
Date: Signature of the Student
Dr. M.L. GUPTA
Reader & Dean
Faculty Of Commerce & Business Administration
S.S.V. P.G. College, Hapur (U.P.)

CERTIFICATE
This is to certify that the dissertation entitled “BANK
SERVICES MARKETING OF SELECTED
COMMERCIAL BANKS” is the bonafide work carried out
by Ms. ESHU MITTAL, student of M.PHIL in Commerce
(enrn#066030700) Faculty of Management Studies,
D.D.E., ALAGAPPA UNIVERSITY, Karaikudi, during
the year 2006-07, in partial fulfillment of the requirements
for the award of the degree of Master of Philosophy and
that the dissertation has not formed the basis for the award
previously of any degree, diploma, associateship ,
fellowship or any other similar title.

Place:

Date: Signature of the Guide

 ACKNOWLEDGEMENT
I am highly grateful to my guide, Dr. M.L. Gupta,
Reader & Dean, Faculty of Commerce & Business
Administration, S.S.V.P.G. College, Hapur (U.P) for his
valuable direction and guidance in this dissertation work
starting from selection of topic to the completion. His
support and keen interest in this assignment encouraged me
a lot for learning and completing this work.
I also extend my sincere thank to MR. RAHUL
GUPTA Senior Relationship Executive, ICICI bank, New
Delhi for his whole hearted cooperation and help in
carrying out this dissertation.
And last but not the least, I am immensely grateful to
my family, without whose support, this dissertation would
have been a pipe dream.

ESHU MITTAL
(Research Scholar)
 CONTENTS
Page No.

Introduction- The foundation of

Chapter 1 Service Marketing 1-18

Chapter 2 Research Methodology 19-27

Chapter 3 Bank Service Marketing 28-51

Chapter 4 Study of Selected Commercial Banks 52-85

Chapter 5 Conclusion 86-94

Bibliography 95-96
CHAPTER – TWO

RESEARCH

METHODOLOGY
CHAPTER – THREE

BANK SERVICES

MARKETING
CHAPTER-FOUR

STUDY OF

SELECTED

COMMERCIAL

BANKS
CHAPTER – ONE
INTRODUCTION –
THE
FOUNDATION OF
SERVICES
MARKETING
CHAPTER-FIVE
CONCLUSION
BIBLIOGRAPHY