IDEAS home Printed from https://ideas.repec.org/a/sae/globus/v13y2012i3p481-507.html
   My bibliography  Save this article

Business Orientation of Indian Consumer Banking

Author

Listed:
  • Gurjeet Kaur

    (Gurjeet Kaur is Assistant Professor at P G Department of Commerce, University of Jammu, Jammu 180006, Jammu & Kashmir, India. E-mail: gurjeetkaur18@gmail.com)

  • Shruti Gupta

    (Shruti Gupta is Ph.D. Scholar at P G Department of Commerce, University of Jammu, Jammu 180006, Jammu & Kashmir, India. E-mail: sshrutigupta24@gmail.com)

Abstract

The study analyzes the overall business orientation of Indian consumer banks by examining five important business philosophies, namely, production orientation, selling orientation, customer orientation, market orientation and relationship marketing orientation. It throws light on the extent to which each business orientation is followed by Indian banks. All the 39 branches of Jammu and Kashmir Bank Pvt. Ltd (JKB), 13 of State Bank of India (SBI) and 17 of Punjab National Bank (PNB) functioning in Jammu city respectively were contacted. The study found that Indian banks are purely customer oriented and had not yet fully implemented a market orientation philosophy. Moreover, they are not following relationship marketing philosophy, which is the need of the hour and it is imperative for banks to focus on developing long-term relationships with their customers. Further, the two business philosophies, namely, production orientation and selling orientation show insignificant impact on the overall business orientation of Indian banks. Therefore, bank management should concentrate equally on technology and an effective promotional mix. Moreover, they should rethink customer-oriented strategies according to the changing competitive environment and simultaneously think of a market orientation philosophy. Further, management should focus equally on four components of relationship marketing, namely, trust, commitment, loyalty and customer retention.

Suggested Citation

  • Gurjeet Kaur & Shruti Gupta, 2012. "Business Orientation of Indian Consumer Banking," Global Business Review, International Management Institute, vol. 13(3), pages 481-507, October.
    • Handle: RePEc:sae:globus:v:13:y:2012:i:3:p:481-507
    DOI: 10.1177/097215091201300309
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/097215091201300309
    Download Restriction: no
    File URL: https://libkey.io/10.1177/097215091201300309?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Slater, Stanley F. & Narver, John C., 2000. "The Positive Effect of a Market Orientation on Business Profitability: A Balanced Replication," Journal of Business Research, Elsevier, vol. 48(1), pages 69-73, April.
    2. Morgan P. Miles & Danny R. Arnold, 1991. "The Relationship between Marketing Orientation and Entrepreneurial Orientation," Entrepreneurship Theory and Practice, , vol. 15(4), pages 49-66, July.
    3. Gilles Laurent & Pierre Chandon & Brian Wansink, 2000. "A Benefit Congruency Framework of Sales Promotion Effectiveness," Post-Print hal-00458440, HAL.
    4. Gruen, Thomas W., 1997. "Relationship marketing: the route to marketing efficiency and effectiveness," Business Horizons, Elsevier, vol. 40(6), pages 32-38.
    5. Zacharias, Maria Luiz Barcellos & Figueiredo, Kleber Fossati & Silva Araujo, Claudia Affonso, 2009. "The Influence of Banking Service Customers’ Satisfaction Level on the Perception of Switching Costs and on Behavioural Loyalty," Journal of Operations and Supply Chain Management (JOSCM), Fundação Getulio Vargas, Escola de Administração de Empresas de São Paulo (FGV EAESP), vol. 2(1), June.
    6. John Dawes, 2000. "Market Orientation and Company Profitability: Further Evidence Incorporating Longitudinal Data," Australian Journal of Management, Australian School of Business, vol. 25(2), pages 173-199, September.
    7. Piercy, Nigel F. & Harris, Lloyd C. & Lane, Nikala, 2002. "Market orientation and retail operatives' expectations," Journal of Business Research, Elsevier, vol. 55(4), pages 261-273, April.
    8. Ruth N. Bolton, 1998. "A Dynamic Model of the Duration of the Customer's Relationship with a Continuous Service Provider: The Role of Satisfaction," Marketing Science, INFORMS, vol. 17(1), pages 45-65.
    9. Bhuian, Shahid N., 1998. "An Empirical Examination of Market Orientation in Saudi Arabian Manufacturing Companies," Journal of Business Research, Elsevier, vol. 43(1), pages 13-25, September.
    10. LAURENT, Gilles & CHANDON, Pierre & WANSINK, Brian, 2000. "A benefit congruency framework of sales promotion effectiveness," HEC Research Papers Series 698, HEC Paris.
    11. Jeffrey G. Covin & Dennis P. Slevin, 1991. "A Conceptual Model of Entrepreneurship as Firm Behavior," Entrepreneurship Theory and Practice, , vol. 16(1), pages 7-26, October.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Biresh K Sahoo & Ramadhar Singh & Bineet Mishra & Krithiga Sankaran, 2015. "Research Productivity in Management Schools of India: A Directional Benefit-of-Doubt Model Analysis," Working Papers id:7139, eSocialSciences.
    2. Nistor, Silviu & Wu, Jianzhong & Sooriyabandara, Mahesh & Ekanayake, Janaka, 2015. "Capability of smart appliances to provide reserve services," Applied Energy, Elsevier, vol. 138(C), pages 590-597.
    3. Wales, Philip, 2013. "Access all areas? The impact of fees and background on student demand for postgraduate higher education in the UK," LSE Research Online Documents on Economics 57846, London School of Economics and Political Science, LSE Library.
    4. Haque, Faizul & Brown, Kym, 2017. "Bank ownership, regulation and efficiency: Perspectives from the Middle East and North Africa (MENA) Region," International Review of Economics & Finance, Elsevier, vol. 47(C), pages 273-293.
    5. Jai, Tun-Min (Catherine) & King, Nancy J., 2016. "Privacy versus reward: Do loyalty programs increase consumers' willingness to share personal information with third-party advertisers and data brokers?," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 296-303.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Liao, Shuling & Cheng, Colin C.J., 2014. "Brand equity and the exacerbating factors of product innovation failure evaluations: A communication effect perspective," Journal of Business Research, Elsevier, vol. 67(1), pages 2919-2925.
    2. Yao Zhang & Eric T. Bradlow & Dylan S. Small, 2015. "Predicting Customer Value Using Clumpiness: From RFM to RFMC," Marketing Science, INFORMS, vol. 34(2), pages 195-208, March.
    3. Suwelack, Thomas & Hogreve, Jens & Hoyer, Wayne D., 2011. "Understanding Money-Back Guarantees: Cognitive, Affective, and Behavioral Outcomes," Journal of Retailing, Elsevier, vol. 87(4), pages 462-478.
    4. Aîda Mimouni & Ouidade Sabri-Zaaraoui & Béatrice Parguel, 2010. "Competitive Advertising Within Store Flyers: A Win-Win Strategy?," Post-Print halshs-00634439, HAL.
    5. Guillaume Le Borgne & Lucie Sirieix & Sandrine Costa, 2014. "Food waste and promotions," Working Papers hal-01140919, HAL.
      • Le Borgne, G. & Sirieix, L. & Costa, S., 2014. "Food waste and promotions," Working Papers MoISA 201405, UMR MoISA : Montpellier Interdisciplinary center on Sustainable Agri-food systems (social and nutritional sciences): CIHEAM-IAMM, CIRAD, INRAE, L'Institut Agro, Montpellier SupAgro, IRD - Montpellier, France.
    6. Wagner, Tillmann & Rudolph, Thomas, 2010. "Towards a hierarchical theory of shopping motivation," Journal of Retailing and Consumer Services, Elsevier, vol. 17(5), pages 415-429.
    7. Li, Wenjing & Hardesty, David M. & Craig, Adam W. & Song, Lei, 2022. "Hidden price promotions: Could retailer price promotions backfire?," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    8. Teck-Chai Lau & Tat-Huei Cham & David Ching-Yat Ng, 2018. "How Susceptible are Consumers in Impulse Purchasing Ready-to-Drink Products? Evidence from Malaysia," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 8(6), pages 429-444, June.
    9. Kim, Joon Ho & Kang, Kyung Ho, 2018. "The effect of promotion on gaming revenue: A study of the US casino industry," Tourism Management, Elsevier, vol. 65(C), pages 317-326.
    10. Haugland, Sven A. & Myrtveit, Ingunn & Nygaard, Arne, 2007. "Market orientation and performance in the service industry: A data envelopment analysis," Journal of Business Research, Elsevier, vol. 60(11), pages 1191-1197, November.
    11. Aydinli, Aylin & Lamey, Lien & Millet, Kobe & ter Braak, Anne & Vuegen, Maya, 2021. "How Do Customers Alter Their Basket Composition When They Perceive the Retail Store to Be Crowded? An Empirical Study," Journal of Retailing, Elsevier, vol. 97(2), pages 207-216.
    12. Cambra-Fierro, Jesus & Melero, Iguacel & Sese, F. Javier, 2015. "Managing Complaints to Improve Customer Profitability," Journal of Retailing, Elsevier, vol. 91(1), pages 109-124.
    13. Gaston-Breton, Charlotte, 2011. "Promotional benefits of 99-ending prices: the moderating role of intuitive and analytical decision style," DEE - Working Papers. Business Economics. WB wb113809, Universidad Carlos III de Madrid. Departamento de Economía de la Empresa.
    14. Christine Gonzalez & Élodie Huré & Karine Picot-Coupey, 2013. "Mobile application value for consumers," Economics Working Paper Archive (University of Rennes & University of Caen) 201340, Center for Research in Economics and Management (CREM), University of Rennes, University of Caen and CNRS.
    15. MULLICK Naushadul Haque, 2013. "Enhancing The Image & Brand Equity Of A Shopping Mall," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 8(3), pages 72-81, Decembre.
    16. Byun, Kyung-Ah (Kay) & Duhan, Dale F. & Dass, Mayukh, 2020. "The preservation of loyalty halo effects: An investigation of the post-product-recall behavior of loyal customers," Journal of Business Research, Elsevier, vol. 116(C), pages 163-175.
    17. Martos-Partal, Mercedes & González-Benito, Óscar, 2013. "Studying motivations of store-loyal buyers across alternative measures of behavioural loyalty," European Management Journal, Elsevier, vol. 31(4), pages 348-358.
    18. Wenyan Zhou & Oliver Hinz & Alexander Benlian, 2018. "The impact of the package opening process on product returns," Business Research, Springer;German Academic Association for Business Research, vol. 11(2), pages 279-308, September.
    19. repec:dau:papers:123456789/5853 is not listed on IDEAS
    20. Bhat Ishfaq Hussain & Singh Sapna, 2018. "Examining the moderating effect of shopping value on private-label and loyalty in Indian grocery stores," Management & Marketing, Sciendo, vol. 13(1), pages 748-760, March.
    21. H. Bodur & Ting Gao & Bianca Grohmann, 2014. "The Ethical Attribute Stigma: Understanding When Ethical Attributes Improve Consumer Responses to Product Evaluations," Journal of Business Ethics, Springer, vol. 122(1), pages 167-177, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:globus:v:13:y:2012:i:3:p:481-507. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: http://www.imi.edu/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.