Customer Perception Towards Brand Building Practices Adopted by the Commercial Banks in Kerala

Abstract

In India, financial institutions, particularly banks, have shifted service delivery methods over the past three decades, focusing on marketing, branding, and customer relationship management to drive economic growth and stability. Banks recognise the importance of branding and invest in brand building initiatives to enhance their brand image and showcase their unique selling proposition. The present study explores customer perception towards brand building practices adopted by commercial banks in Kerala, focusing on advertisement, customer relationship management, social media, corporate social responsibility, internal branding, promotional offers, and discount schemes by analysing socio-demographic characteristics and organisational properties. The study found that brand building practices adopted by commercial banks in Kerala moderately influence customers, with corporate social responsibility being the most positively perceived practice. However, social media was found to be the least influential factor, indicating that banks are not effectively using social media for personalised services and customer engagement. The findings also reveal that customers in Kerala have diverse perceptions towards brand building practices adopted among commercial banks on account of organisational properties and socio-demographic characteristics.