Marketing of Financial Services: The South Asian Perspective

Abstract

The intense competitive and challenging business environment is compelling the financial service providing companies to revitalize their marketing stratagem. This study was conducted on the South Asian (India, Bangladesh, Pakistan and Sri Lanka) financial markets through analyzing the marketing of financial services. For the purpose of this study, four industries namely banking industry, mutual fund industry, insurance sector and pension funds of South Asia were taken into consideration. The analyses of these four industries highlighted how South Asian countries market their financial services. A proposed research model was developed in this study to identify the relationship between corporate image, customer satisfaction, trust and customer loyalty within the financial province of South Asia. The theoretical model, represented in this study (Figure 1), shows an integrated interpretation of the variables and associations for the South Asian financial sectors. The analyses attempt to contribute in the literature through analyzing the marketing theme into the financial sector from a comprehensive perspective. Future researchers are directed to conduct statistical analysis to examine this model by exploring the causal relationships between the research constructs.