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Integrated Marketing Communication Case Study

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ROLE OF CUSTOMER RELATIONSHIP MANAGEMENT PRACTICES AND INTEGRATED MARKETING COMMUNICATION IN CUSTOMER SATISFACTION – A STUDY WITH REFERENCE TO BANKING SECTOR IN INDIA
A.Devi,
Asst.Professor in Commerce, K.C.S.KasiNadar College of Arts & Science. Chennai – 21
E-mail: 32devi@gmail.com

Abstract
Indian Banking sectors are emerged with global standards creating more expectation from customers and it becomes very big challenge for banks to keep their customers satisfied. Factors influencing customer satisfaction such as price, product, brand,etc. become older one. Customer’s expectations are more than all these factors. Presently, the key objective of an organization 's marketing efforts is to develop satisfying relationships with customers that …show more content…

An integrated approach has emerged as the dominant approach used by companies to plan and execute their marketing communication programs and has been described as a paradigm shift. Integrated marketing communication is a part of the customer relationship management. One of the most important reasons for using marketing communication is to build trust in the bank and its brand. Trust in the bank’s ability to perform quality services and trust in the banks solvency leads to loyalty and long term relationships. As communication is the engine which drives relationships, managing communication in an integrated manner becomes a priority. The bank must be able to send out the same message to the customers regardless of whether it is from an advertisement, a front office clerk or a newspaper insert. Taking into consideration the above mentioned and the fact of rapid sector development, the importance of relationship marketing in the banking area becomes obvious. In comparison to transactional marketing, relationship marketing concentrates rather on cooperation, than on conflict. This permanent relational exchange is exactly what creates value for bough parties and ensures customers’ satisfaction. Customer Relationship Management – CRM takes relationship marketing a step further by integrating customer needs in every aspect of the banks activity and its interaction with suppliers, distributors and other strategic partners. According to the definition of the German Direct-Marketing Association, “CRM integrates and optimizes at the level of the entire company the whole processes regarding clients in the marketing area,

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