Abstract:

The article is about a study of literature which looks into the act of marketing in physical and digital form. It explores how technology has had an impact on retail credit growth in public sector banks. The main objective of this article is to provide an insight on Phygital marketing practices related to retail credit growth in public sector banks, by conducting a systematic review of literature. The review of literature is based on a definition of Phygital marketing practices related to retail credit growth in public sector banks. Phygital marketing practices have been shown to have a positive impact on retail credit growth in public sector banks. The use of digital channels has made it easier for banks to reach a wider audience, resulting in increased customer acquisition. The convenience of digital channels has also led to higher customer retention rates. The integration of physical branches with digital channels has provided customers with a personalized banking experience, resulting in higher customer satisfaction levels

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