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Indian Banks’ Taglines, Trust Building and Customer Satisfaction

CASE STUDY, MARKETING MANAGEMENT
ET Cases, 9 pages

Case Preview

India’s Banks’ Taglines, Trust Building and Customer Satisfaction

 

In 2013, IDBI Bank’s TV commercial (TVC) took the fancy of the viewers; it opens with two kids sitting in the playground of a school. The girl starts speaking to the camera. She says, “One day I caught cold”. While the girl speaking to the camera, the boy keeps on sharpening a pencil for her. She continues, “and I did not have a handkerchief.” She points towards the boy and says with a smile, “Then he gave me his tie to wipe my nose”.The boy looks towards the camera and smiles. He gives the pencil to the girl and she starts writing something in a notebook. IDBI Bank logo appears on screen with a Voice Over (VO): Aisi dosti ek bank nibhaye toh? (“What if a Bank maintains the same kind of friendship?”) The TVC ends with a super- IDBI – Bank Aisa Dost Jaisa! (A bank like your friend).1 The ad features neither – the bank, customers, money, deposits, financial security nor a typical image of a piggy bank, and the audiences were bemused with its positioning on friendship. Why is it that the positioning platforms for banks are limited vis-à-vis other industries as indicated by their taglines (Exhibit III a & b)? What is the correlation between customers’ trust and customers’ satisfaction in banking industry? What would it take for banks to gain their customers’ trust? With a series of high profile banking failures and scams over the years and during the recent past how would banks’ taglines resonate with Indian consumer?

When India went liberal (in 1991), private banks established their presence and started challenging nationalized player’s long standing supremacy through their effective service models and trendy media campaigns. Their ads projected young and fashionable employees, trendy and urban upper-to-middle-class customers and retail products, which took the fancy of the public.2 Customer preferences were evolving faster than the ability of banks to respond, resulting in a widening of the delivery gap (Exhibit I). Despite having a loyal consumer base, it became imperative for national banks to reinforce high levels of trust, confidence and satisfaction among their customers. In 2012, India ranked 7th in the world top 10 nations where customers were losing trust in banks (Exhibit II), according to the 2012 ‘Retail Banking Voice of the Customer Survey’ carried out by Capgemini. It was also reported that twice as many customers around the globe (31%) say they have little or no trust in the banking system, compared to the 15.3% who say they do.3 In order to restore the trust and satisfaction, Indian banks left no stone unturned to redefine their positioning strategy...........................

 



  • 1 “Storyboard – IDBI Bank”, http://www.afaqs.com/advertising/storyboard/index.html?id=4118
  • 2 “High on confidence”, http://www.business-standard.com/article/management/high-on-confidence-111011700053_1.html, January 17th 2011
  • 3 “10 nations where customers are losing trust in banks”, https://in.finance.yahoo.com/photos/10-nations-where-customers-are-losingtrust-in-banks-1348564014-slideshow/10-nations-where-customers-are-losing-trust-in-banks-photo-1348563829.html, September 25th2012

Teaching Note Preview

India’s Banks’ Taglines, Trust Building and Customer Satisfaction

 

Synopsis

This case study enables a discussion on how earning ‘customer trust’ is critical for Indian banks (public and private sector) the factors hampering the same and how they are overcoming these hurdles by coming up with unique brand positioning strategies like tweaking their brand promises with unique taglines which position themselves on a personal tone as a friend, partner or a family member in order to build trust, satisfaction and earn customer loyalty and the impact of the same on consumers and their behavior.

Over a period of time, the service delivery gaps were increasing for various banks. Their ‘promise and performance’ became inversely proportional and the customers stated losing trust in them.

Banks have valued the importance of consumer relations and how it plays an instrumental role in building trust and therefore improving the overall efficiency of their business. They started to redefine their brand communication strategies on a new platform, where the customers could connect with them on the tone of emotional rather than on self-expressive or functional benefits. Most of the banks started to devise various communication strategies which reinforced themselves as a friend, family and trusted partner to the customers. Had this strategy struck a chord with the consumers? Do these taglines help build the trust, satisfaction and earn the required loyalty? All in all what is the consumer behaviour towards these taglines?

Prerequisite Conceptual Understanding/ Before the Classroom Discussion

This case study presupposes a conceptual understanding of the following. A working knowledge along with the business implications of the following concepts would enable an effective discussion leading to more practical solutions than a mere intellectual exercise. The participants were asked to read the following concept from the textbook – Leon G. Schiffman, et al., Consumer Behavior, 10th Edition, Pearson Publications 2010, to help them better connect the concept:

Sl.No. Concept Chapter No. & Name Case Linkage
1 Consumer Behavior 1- Customer Value, Satisfaction,Trust and Retention How Indian banks (public and private sector ) are coming up with various communication strategies through different platforms to build customer trust and earn their loyalty

In addition, the students were asked to jot down different taglines of various banks (from both private sector and public sector) of India, so that a comparative analysis of different taglines could be carried out in the classroom.

Expected Learning Outcomes

At the end of this case study, students/participants should be comfortable/conversant with:

  • • The logic of limiting positioning platforms for banks, especially Indian Banks (Professor YLR Moorthi’s three value propositions would be of great use to deduce this)
  • • The impact of taglines devised on the personal tone on consumers and how far they help build customer trust and earn loyalty and most importantly understand the relationship between customer trust and customer satisfaction.
  • • What does it take all the Indian banks to leverage the power of social media? Would social media enable banks to gain customer trust?
  • • The importance of 5Rs (Reputation, Responsibility, Relationship, Reward and Rigor), as opposed to the traditional 4Ps. Only by building relationships, should the students be encouraged to deduce the relevant insights, as has been highlighted in the ensuing pages.

 

Positioning/Case Setting

This case study can be used for the following modules/topics in the Consumer Behavior Course:

  • • Providing customers with value
  • • Ensuring customer satisfaction
  • • Building customer trust
  • • Securing customer retention

 

Assignment Questions

  • I. What is your analysis of the taglines given in Exhibit III of the case study? How many banks have the words, ‘trust’, ‘family’ and ‘friend’ in their taglines? How far this strategy of positioning on emotional benefits would enable the banks to gain customers’ trust?
  • II. What do you mean by a value proposition? Do you agree with professor Y.L.R. Moorthi’s (page#1, para 2) hypothesis of, “ Foreign banks in India are chosen for self-expressive benefits, private Indian banks are chosen for functional benefits and public sector Indian banks for emotional benefits.” Analyze the same with Exhibit III of the case study.
  • III. .............

 

Case Analysis

The classroom discussion and analysis for this case study could be summarized through the Board Plan [Exhibit (TN)-I]. However, the classroom discussion was facilitated under three broad sections as explained below.....................

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Abstract


This case study can be used effectively to examine the relationship between Customers' Trust (of a brand), Customer Satisfaction and the resulting Consumer Behavior. This relationship when analyzed, with the help of Indian Banks' taglines offer several insights into the consumer behavior towards banks. While other industries' companies have a wider choice of positioning platforms why does banking industry (specifically banks) have a limited choice of positioning platforms (with family, friends and partner, at least in the Indian context)? How does the ubiquitous and ever growing popularity of social media affect consumers' trust and therefore their consumer behavior? In digital era, where customers are highly informed, with plethora of choices and easy accessible to data and feedback from other customers, building trust and loyalty became a challenging task for banks. Unveiling all the answers to these questions the case study also focuses on how far customers connect themselves with these trust-based brand promises? Do these taglines help build the required trust in the mind space of the customers?




Pedagogical Objectives


  • To understand Indian Banks' trust building initiatives over the years, including through social media - and examine if there's any tacit relationship between trust and business performance (as given by India's Best Banks' Rankings)

  • To analyze the taglines of Indian Banks and discuss and explore to derive a logical construct, if any, between banks' taglines, their positioning statements and their business performance

  • To examine the relationship between customers' trust, customers' satisfaction and consumer behavior




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