“Enhancing the Value Proposition of Priority Banking in India” A case study of Kotak Mahindra bank vis-a-vis six other Banks of India

Abstract

Priority banking is a process of identifying valued customer and providing such customer the additional benefits of the banks. It is a new concept in Indian banking sector and idea behind such type of banking is to provide hassle free services to its first class customers. This paper focuses on the propositions of Kotak Mahindra Bank in terms of priority banking, to study the factors which help this bank to fight against its competitors, and to study the relevance of priority banking of Kotak Mahindra Bank with other banks of the economy. This paper also analyzes the value proposition of Priority Banking of Kotak Mahindra vis-a-vis six other Banks of India by discovering the Priority Banking propositions of Kotak Mahindra Bank vis-à-vis its competitors. The factors (push and pull) which lead customers to invest through a bank and customer satisfaction through bank Services and Investment. Co-relation between Age and safety of Investment and safety of Returns.

Key Words: Value proposition, priority banking, competitive advantage, customer satisfaction.