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Exploring the Multi-Role Based Applications of Digital Marketing in India’s Financial Services Sector

In: Proceedings of the 2nd International Conference on Emerging Technologies and Sustainable Business Practices-2024 (ICETSBP 2024)

Author

Listed:
  • Rajinder Kaur

    (University School of Business, Chandigarh University, Assistant Professor)

  • Simmi Dhyani

    (University School of Business, Chandigarh University, Assistant Professor)

Abstract

Despite being new, internet technology is expanding faster in certain locations. Most people rely on mobile internet apps for information and convenience; thus, it’s become increasingly important. Financial services organizations use mobile apps to engage with customers. Financial service firms top in mobile app use. It’s important to examine how consumers feel about multi-role mobile marketing apps. This study aims to better understand how consumers think about utilizing apps to access financial services. The study’s most notable finding focuses on the importance of customer experiences and how bank branches or financial institutions are evolving to encourage clients to use multi-role mobile marketing applications for their upcoming banking transactions.

Suggested Citation

  • Rajinder Kaur & Simmi Dhyani, 2024. "Exploring the Multi-Role Based Applications of Digital Marketing in India’s Financial Services Sector," Advances in Economics, Business and Management Research, in: Nitin Pathak & Munish Gupta & Vikas Sharma & Amita Chaudhary (ed.), Proceedings of the 2nd International Conference on Emerging Technologies and Sustainable Business Practices-2024 (ICETSBP 2024), pages 354-362, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-544-7_23
    DOI: 10.2991/978-94-6463-544-7_23
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