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Client satisfaction in Indian banks: an empirical study

Author

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  • Aayushi Gupta
  • Santosh Dev

Abstract

Purpose - The purpose of this paper is to identify the factors impacting customer satisfaction in Indian banks and analyze their effects the level of customer satisfaction through a regression analysis. The primary contribution of this study is the analysis and resulting insights on the critical factors impacting client satisfaction within the Indian retail banking sector. Design/methodology/approach - A 28 item questionnaire was prepared based on literature review and discussions with current customers of Indian banks. The questionnaire was then sent out to current customers of 13 retail banks in India. In total, 420 completed questionnaires were received, out of which 400 were found to have been accurately and completely answered. The 28‐item instrument has been empirically tested for unidimensionality, reliability and validity using Cronbach alpha and exploratory factor analysis. Findings - A factor analysis suggests that there are five factors driving customer satisfaction: “service quality”, “ambience/hygiene”, “client participation/involvement”, “accessibility” and “financial”. Subsequent multiple regression analysis revealed that “service quality”, “ambience and hygiene”, and “client participation and involvement” in that order are the most important factors impacting client satisfaction. Practical implications - The identified dimensions are expected to bring clarity to the issue of customer satisfaction in retail banking, to aid retail bankers in improving specific parameters of service in order to increase overall customer satisfaction. This would help the management of the banks to create strategies and action plans to retain their current customers and to attract new customers. Originality/value - The results from the current study are crucial because previous studies have produced scales that bear a resemblance to SERVQUAL, a generic measure of service quality, which may not be solely adequate to assess the perceived quality of service in the Indian banking sector. In contrast, the present study captured customers' satisfaction levels in a 28‐item questionnaire exclusively designed, keeping in mind the unique nature of the Indian banking sector.

Suggested Citation

  • Aayushi Gupta & Santosh Dev, 2012. "Client satisfaction in Indian banks: an empirical study," Management Research Review, Emerald Group Publishing Limited, vol. 35(7), pages 617-636, June.
    • Handle: RePEc:eme:mrrpps:v:35:y:2012:i:7:p:617-636
    DOI: 10.1108/01409171211238839
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    Citations

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    Cited by:

    1. Kanungo, Rama Prasad & Gupta, Suraksha, 2021. "Financial inclusion through digitalisation of services for well-being," Technological Forecasting and Social Change, Elsevier, vol. 167(C).
    2. Rishi Kant & Deepak Jaiswal & Suyash Mishra, 2017. "The Investigation of Service Quality Dimensions, Customer Satisfaction and Corporate Image in Indian Public Sector Banks: An Application of Structural Equation Model(SEM)," Vision, , vol. 21(1), pages 76-85, March.
    3. Rael Nkatha Mwirigi & Samuel Maina & Linda Kimencu, 2018. "Moderating Role of Demographics on the Relationship between Customer Relationship Management and Satisfaction of Commercial Banks’ Account Holders in Kenya," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 8(5), pages 688-706, May.
    4. Md. Mobarak Karim & Md. Abdul Latif Mahmud, 2018. "Customer Satisfaction in Banking Sector: A Case Study on Janata Bank Limited," Noble International Journal of Business and Management Research, Noble Academic Publsiher, vol. 2(11), pages 90-100, November.
    5. Mittal, Divya & Agrawal, Shiv Ratan, 2016. "Price transparency reflects assurance and reliability," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 43-51.
    6. Kushwaha, Gyaneshwar Singh & Agrawal, Shiv Ratan, 2015. "An Indian customer surrounding 7P׳s of service marketing," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 85-95.
    7. Purohit, Sonal & Paul, Justin & Mishra, Rikee, 2021. "Rethinking the bottom of the pyramid: Towards a new marketing mix," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    8. Rishi Kant & Deepak Jaiswal & Suyash Mishra, 2019. "A Model of Customer Loyalty: An Empirical Study of Indian Retail Banking Customer," Global Business Review, International Management Institute, vol. 20(5), pages 1248-1266, October.
    9. Johanna Pangeiko Nautwima & Asa Romeo Asa, 2022. "The Impact of Quality Service on Customer Satisfaction in the Banking Sector amidst Covid-19 Pandemic: A Literature Review for the State of Current Knowledge," International Journal of Management Science and Business Administration, Inovatus Services Ltd., vol. 8(3), pages 31-38, March.

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