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Management
The IUP Journal of Services Marketing  
Focus

With dramatic improvement in telecommunications and travel network, globalization of services has entered into a high velocity orbit. So there is an increasing need to formulate global marketing strategies for multinational companies in the service sector. This issue contains five research papers.

In the paper, "Consumers Expectation and Perception of Fast Food Outlets: An Empirical Study in Davangere", Chandan A Chavadi and Shilpa S Kokatnur evaluate the factors influencing the choice of fast food outlets and identify the service gap between the actual perception and expectation of fast food services.

In the paper, "Indian Banking Services: Achievements and Challenges", Ipshita Bansal and Rinku Sharma, shed light on the achievements of Indian banking services, and at the same time, point out that there are many challenges ahead for Indian Banking Services. It is important for banking services to cope with these challenges in order to march ahead.

In the paper, "A Study of Emerging Service Franchise Sector in India", G Y Shitole and Deepali Moghe present an overview of `franchising' as a business model in general and `service franchise model' in particular with reference to India, and aim to cover the problems and prospects of `service franchise' sector of India.

In the paper, "Diagnostic Services and Healthcare: Strategies for Effective Performance", Rajnish Jain, Aney Alex and Sangeeta Jain discuss the features, benefits, contribution and grave areas of the diagnostic services, and propose performance-oriented strategies to turn them into strategic business units.

In the paper, "Recent Trends in Real Estate Marketing in India", R Venkatesh emphasizes that the construction of IT parks and malls in large numbers all over the country is a key driver in fuelling the property market growth. Not only the metros but also the Tier-2 and Tier-3 cities are engulfed by this boom. Such a surge makes market researchers wonder how long it will last and whether the bubble will burst in the near future.

- A Srikant
Consulting Editor
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Automated Teller Machines (ATMs): The Changing Face of Banking in India

Bank Management
Information and communication technology has changed the way in which banks provide services to its customers. These days the customers are able to perform their routine banking transactions without even entering the bank premises. ATM is one such development in recent years, which provides remote banking services all over the world, including India. This paper analyzes the development of this self-service banking in India based on the secondary data.

The Information and Communication Technology (ICT) is playing a very important role in the progress and advancement in almost all walks of life. The deregulated environment has provided an opportunity to restructure the means and methods of delivery of services in many areas, including the banking sector. The ICT has been a focused issue in the past two decades in Indian banking. In fact, ICTs are enabling the banks to change the way in which they are functioning. Improved customer service has become very important for the very survival and growth of banking sector in the reforms era. The technological advancements, deregulations, and intense competition due to the entry of private sector and foreign banks have altered the face of banking from one of mere intermediation to one of provider of quick, efficient and customer-friendly services. With the introduction and adoption of ICT in the banking sector, the customers are fast moving away from the traditional branch banking system to the convenient and comfort of virtual banking. The most important virtual banking services are phone banking, mobile banking, Internet banking and ATM banking. These electronic channels have enhanced the delivery of banking services accurately and efficiently to the customers. The ATMs are an important part of a bank’s alternative channel to reach the customers, to showcase products and services and to create brand awareness. This is reflected in the increase in the number of ATMs all over the world. ATM is one of the most widely used remote banking services all over the world, including India. This paper analyzes the growth of ATMs of different bank groups in India.
International Scenario

If ATMs are largely available over geographically dispersed areas, the benefit from using an ATM will increase as customers will be able to access their bank accounts from any geographic location. This would imply that the value of an ATM network increases with the number of available ATM locations, and the value of a bank network to a customer will be determined in part by the final network size of the banking system. The statistical information on the growth of branches and ATM network in select countries.

Indian Scenario

The financial services industry in India has witnessed a phenomenal growth, diversification and specialization since the initiation of financial sector reforms in 1991. Greater customer orientation is the only way to retain customer loyalty and withstand competition in the liberalized world. In a market-driven strategy of development, customer preference is of paramount importance in any economy. Gone are the days when customers used to come to the doorsteps of banks. Now the banks are required to chase the customers; only those banks which are customercentric and extremely focused on the needs of their clients can succeed in their business today.

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Services Marketing

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