Customer Satisfaction in Indian Retail Banking – A Study with Reference to Chennai

H.Premraj ., Dr. N.Sankaralingam .

Abstract


With the banking habits percolating down to the lower strata, increasing literacy, ever growing customers’ expectations, automation and competition, satisfying retail banking customers has become a daunting task. The study analysis the service quality perception of 480 retail banking customers in Chennai, chosen from SBI Group, Nationalised Banks, Private sector and Co-operative Banks, to assess their satisfaction level regarding the services rendered by banks and identify those service factors which have the maximum impact on customer satisfaction.  The research reveals that the satisfaction level of customers are more with Nationalised Banks, followed by SBI and its Associates, Private sector and Co-operative Banks. It indicates that reliability and competitiveness  have the maximum impact on customer satisfaction. Hence, banks need to be more innovative and endeavour to provide more value added services to boost the satisfaction level of customers.

Keywords


Retail banking customers, Customer satisfaction, Banks, Chennai.

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