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An Empirical Study of Customers’ Awareness towards Value Added Services at Banks

Author

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  • Vishal Kumar

    (School of Management, Maharaja Agrasen University, Baddi (H.P), India)

Abstract

The growth of value-added services in the economy cannot undermine the relevance of information and communication technology at any point in time, because it plays a critical role in satisfying the needs of customers. Nevertheless, the question arises whether the customers are aware of the use of IT-enabled services. The current study focuses its attention on the Value-added Services i.e., the services that deliver value to the customers and its impact on customers’ satisfaction by taking into consideration their awareness level. For the purpose of a study, two public sector banks and two private sector banks have been selected from Chandigarh Tricity, India i.e., (Chandigarh, Panchkula, and Mohali) and customers are approached to study the impact of their awareness level on the value-added services of these banks. A sample of 400 customers of different age, qualification, occupation, annual income and locality was included in Data Analysis. Descriptive analysis was made with the help of SPSS. It is quite interesting to note that both public and private sector banks are focusing on the need of value-added services for customers so that they can easily meet their banking requirements, whereas people from rural and semi-urban areas are not much aware of the value-added services.

Suggested Citation

  • Vishal Kumar, 2018. "An Empirical Study of Customers’ Awareness towards Value Added Services at Banks," Journal of International Business Research and Marketing, Inovatus Services Ltd., vol. 3(6), pages 22-34, September.
    • Handle: RePEc:mgs:jibrme:v:3:y:2018:i:6:p:22-34
    DOI: 10.18775/jibrm.1849-8558.2015.36.3002
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    Cited by:

    1. 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.

    More about this item

    Keywords

    Awareness level of customers; Value-added services; E-banking services;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General

    Statistics

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