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A COMPARATIVE STUDY OF PUBLIC AND PRIVATE SECTOR BANKS IN INDIA – CUSTOMER SATISACTION

Abstract

As globalization intensifies competition and creates an environment of constant change, winning and keeping customers has become very important. Conventional knowledge regarding customer relationships suggests that a corporation should strive to deepen the loyalty of its customer base. The banking system like any other financial service industries is facing a rapidly changing environment, particularly more demanding customers. 

                 In banking sector, the entire range of activity and generation of incomes swivels round the customer. Nowadays banks have realized that cost of attracting a replacement customer is far quite more than retaining existing customers, so banks are emphasizing more upon customer satisfaction. The current research genuinely attempts to recognize the banking sector that is largely availed by the customers, evaluate the determinants of customer satisfaction on higher service quality and to analyze the perception of consumer’s determinants of service quality. 

                   This study has been conducted in Chennai city. A sample of 100 customers has been selected using convenient sampling method. The statistical tools used for analysis are Correlation, Chi square test and Reliability test (Cronbach’s Alpha).This study concluded that private sector banks are most preferred by the customers. 

Keywords— Customer satisfaction, service quality, public and private sector banks, market study, financial sector and management.