• Shweta Mishra
• Dr. Kavaldeep Dixit

Interactive marketing is a process of identifying consumer dreams and needs and satisfying them. The contemporary banking industry is progressively investing in interactive marketing strategies. It supports more personalized messaging and also educates consumers effectively. Thus interactive marketing is a customer-centric strategy that involves retorting to their actions and endeavoring to meet the expectations and demands of the consumers. Based on the above cogitation, the paper aims to compare the effect of employee responsiveness on customer satisfaction of Yes Bank and IndusInd Bank. Customer service is the differentiating factor in the banking industry and employees play a vital role in consumer interaction in developing countries like India. They can help the bank to increase the market share by cross-selling various financial services. The researchers have done a review of literature and found that in spite of the fact that operational efficiencies of mid-size banks are becoming better than large-sized established banks. Very few studies are conducted on consumer satisfaction of the mid-size bank. The study is conducted with the help of questionnaire-based on employee Responsiveness. The data was collected from 836 valid respondents from a population of four metro cities in India using purposive sampling. To compare the effectMann–Whitney U test was used. The results in this study indicate that there is a significant effect of employee responsiveness on consumer satisfaction due to interactive marketing. The study suggests practical implications to the marketers of the selected banks for effective consumer interactive strategies.

Interactive Marketing Strategies, SERVQUAL Model, Employee Responsiveness, Customer Satisfaction.

"IMPACT OF INTERACTIVE MARKETING STRATEGIES OF YES BANK AND BANK ON CUSTOMER SATISFACTION", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 4, page no.248-252, April-2019, Available :http://www.jetir.org/papers/JETIR1904F42.pdf

"IMPACT OF INTERACTIVE MARKETING STRATEGIES OF YES BANK AND BANK ON CUSTOMER SATISFACTION", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 4, page no. pp248-252, April-2019, Available at : http://www.jetir.org/papers/JETIR1904F42.pdf