IMPACT OF DIGITAL MARKETING ON RETAIL BANKING SECTOR GROWTH

Abstract

This study's objective is to analyse the performance of Public Sector Banks (PSBs) in India both before and after the COVID-19 epidemic. Specifically, the study will focus on this performance. Important factors such as asset quality, profitability, capital adequacy, and digital transformation activities are the primary foci of the research. Public sector banks (PSBs) were facing challenges such as non-performing assets (NPAs) and operational inefficiencies prior to the pandemic; yet, they played a crucial role in providing loans to critical businesses. Despite these challenges, PSBs continued to play an essential role in the market. On the other hand, the pandemic made preexisting vulnerabilities much more severe, which led to a rise in the number of loans that were defaulted on and a decline in the demand for credit. The purpose of this research is to give an analysis of how PSBs were able to overcome these challenges, with a particular emphasis on the resiliency and adaptability strategies that they utilised. This research has the ability to affect future policy efforts and operational paradigms in the banking industry of Bangladesh. The inferences that can be taken from this research have the potential to influence these areas.