Improving Customer Engagement in Banking An Aras-Based Evaluation of Marketing and Communication Strategies

The banking sector has seen a transformation thanks to the development of big data technology, which allows organizations to handle more publicly accessible data. Banks' capacity to facilitate long-term transactions with clients has improved as they have developed into all-inclusive information aggregators, strengthening client connections. Enhancing customer service, loyalty, and overall service quality requires modernizing financial communication channels rather than replacing them. In order to promote long-term client engagement and competition in the digital sphere, this study looks at how big data and marketing communication tactics are integrated in banking. This study advances our knowledge of how customer loyalty in the banking sector is impacted by big data and smart marketing communication. The study sheds light on successful communication tactics for banks by examining the functions of direct marketing, public relations, and online interaction. The results offer useful advice for financial organizations looking to enhance client retention and satisfaction in step with technology advancements. The study also emphasizes how crucial client relationship management and relationship marketing are to the contemporary banking sector. Alternative: Omni channel Marketing Strategy, Influencer, AI-Driven Chat bots, Customer-Centric Loyalty, Community Engagement. Evaluation Preference taken as Customer Engagement Rate, Lead Conversion, Marketing ROI, Customer Retention. The results show that Omni channel Marketing Strategy has the highest ranking and Customer-Centric Loyalty has the lowest ranking. Omni channel Marketing Strategy has the highest value for Marketing and communication in banking sector according to the ARAS approach.