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Relationship Marketing Strategies of Indian Banks in the Wake of the Global Economic Slowdown

Special issue call for papers from International Journal of Bank Marketing

Guest Editor: Sanjit Kumar Roy, IBS Hyderabad, IFHE University, India

The banking industry plays an important role in the economic development of a country by acting as a hub and barometer of the financial system. Liberalization of the Indian financial services sector in the early 1990s paved the way for an influx of many private and foreign banks which have altered the structure of the market and also altered customer expectations. In the wake of the changing dynamics in the financial services sector banks in the region have the uphill task of retaining their existing customers, acquiring newer customers, building customer confidence and maintaining a robust financial performance. For these challenges, the Indian banks need to adopt and implement innovative relationship marketing strategies to maintain the competitive edge in the marketplace.

The International Journal of Bank Marketing welcomes submissions offering theoretical and empirical insights into relationship marketing strategies adopted and implemented by the Indian banks during and after the recession. Empirically robust original papers, employing rigorous methodological tools are invited. Contributions targeted towards this special issue include, but are not limited to the following topics:

  • Relationship marketing orientation of Indian banks

  • Relationship benefits offered by the banks and their impact on customer satisfaction and customer confidence

  • Factors affecting the effectiveness of relationship marketing strategies of Indian banks

  • Relationship value, relationship equity, relationship quality and customer loyalty

  • Impact of relationship marketing strategies on customers’ trust, commitment, corporate brand image and word-of-mouth behaviors 

  • Impact of relationship marketing strategies on the financial performance of banks

  • Importance of customer education in Indian banking sector 

  • Customers’ motivations for maintaining relationships with the banks

Manuscripts of approximately 5,000 words should follow the journal's manuscript guidelines ( and be submitted using Scholar One's Manuscript Central online submission system. This is accessible at: Manuscripts must be original work (theoretical, empirical or case study) and not under consideration by any other journal or publication outlet.

The deadline for submission is 20 September 2011.

Preliminary enquiries may be made to Sanjit Kumar Roy, Assistant Professor, Department of Marketing & Strategy, IBS Hyderabad, IFHE University, India, AP, 501 504, India, ([email protected]; [email protected]) Tel: +91 8417 236660 t0 65, Fax: +91 8417 236653, Mobile: +91 90003 33316)