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SERVICE SECTOR MARKETING A PROJECT ON BANKING SECTOR CONTENTS AN INTRODUCTION TO BANKING SECTOR IN INDIA PEST ANALYSIS 7P’s OF BANKING SECTOR BLUEPRINTING 4I’s OF BANKING RATER ANALYSIS FOR INDIAN OVERSEAS BANK MARKET SEGMENTATION COMPLAINT HANDLING–HDFC BANK CASE STUDY-I RATER SERVICE RECOVERY FISH BONE CASE STUDY-II (ICICI BANK) RATER BIBLIOGRAPHY ARTICLES AN INTRODUCTION TO THE BANKING SECTOR IN INDIA Banks are the most significant players in the Indian financial market. They are the biggest purveyors of credit, and they also attract most of the savings from the population. Dominated by public sector, the banking industry has so far acted as an efficient partner in the growth and the development of the country. Driven by the socialist ideologies and the welfare state concept, public sector banks have long been the supporters of agriculture and other priority sectors. They act as crucial channels of the government in its efforts to ensure equitable economic development. The Indian banking can be broadly categorized into nationalized (government owned), private banks and specialized banking institutions. The Reserve Bank of India acts a centralized body monitoring any discrepancies and shortcoming in the system. Since the nationalization of banks in 1969, the public sector banks or the nationalized banks have acquired a place of prominence and has since then seen tremendous progress. The need to become highly customer focused has forced the slow-moving public sector banks to adopt a fast track approach. The unleashing of products and services through the net has galvanized players at all levels of the banking and financial institutions market grid to look anew at their existing portfolio offering. Conservative banking practices allowed Indian banks to be insulated partially from the Asian currency crisis. Indian banks are now quoting al higher valuation when compared to banks in other Asian countries (viz. Hong Kong, Singapore, Philippines etc.) that have major pr