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

Author

Listed:
  • H.Premraj

    (Ph.D Research Scholar, S.I.V.E.T. College,Chennai, India)

  • N.Sankaralingam

    (Associate Professor, Department of Commerce,S.I.V.E.T. College, Chennai, India)

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.

Suggested Citation

  • H.Premraj & N.Sankaralingam, 2012. "Customer Satisfaction in Indian Retail Banking – A Study with Reference to Chennai," Indian Journal of Commerce and Management Studies, Educational Research Multimedia & Publications,India, vol. 3(1), pages 38-41, January.
    • Handle: RePEc:aii:ijcmss:v:3:y:2012:i:1:p:38-41
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    References listed on IDEAS

    as
    1. Thomas C. Powell, 1995. "Total quality management as competitive advantage: A review and empirical study," Strategic Management Journal, Wiley Blackwell, vol. 16(1), pages 15-37.
    2. Michael K. Hussey, 1999. "Using the Concept of Loss: An Alternative SERVQUAL Measure," The Service Industries Journal, Taylor & Francis Journals, vol. 19(4), pages 89-101, October.
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