Author(s)

Md Zahid Hasan^1*, Shuvo Kumar², Dipa Rani Neogi¹

Affiliation(s)

¹Department of Business Administration, Faculty of Business, Bangladesh Army University of Engineering & Technology (BAUET), Qadirabad Cantonment, Natore-6431, Bangladesh.

²Department of Marketing, Faculty of Business Administration, Islamic University, Kushtia, Bangladesh.

Corresponding Author

Md Zahid Hasan

ABSTRACT

This study explores the role of personalized banking services in enhancing the marketing strategies of Trust Bank Limited (TBL) in Bangladesh focusing on their impact on customer satisfaction, brand loyalty and competitive advantage. Utilizing a qualitative methodology, data were collected through semi-structured interviews with bank stakeholders and focus group discussions with customers. The findings reveal that personalized services such as tailored financial advice and dedicated relationship managers significantly enhance customer satisfaction by fostering trust and emotional connection. These services also strengthen brand loyalty with customers demonstrating a higher likelihood of retention and advocacy. Additionally, the research underscores the competitive edge gained through personalization particularly in delivering tailored credit offers and investment solutions. However, challenges were identified including the integration of customer data across platforms and the digital literacy gap among older customers. The study highlights the pivotal role of employee training in effective personalization and recommends strategies such as enhancing digital banking offerings, improving cross-departmental collaboration and maintaining a balance between traditional and digital services. These insights position TBL to further leverage personalized banking as a cornerstone of its customer-centric approach reinforcing its market presence and fostering sustainable growth.

KEYWORDS

Personalized banking services; Marketing strategies; Trust Bank Limited (TBL); Digital banking; Customer satisfaction

CITE THIS PAPER

Md Zahid Hasan, Shuvo Kumar, Dipa Rani Neogi. Exploring the role of personalized banking services in the marketing strategies of trust bank limited: insights from Bangladesh. Journal of Trends in Financial and Economics. 2025, 2(1): 1-7. DOI: https://doi.org/10.61784/jtfe3024.

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