28-07-2011, 04:15 PM
COMPARATIVE STUDY OF CUSTOMER SATISFACTION IN INDIAN PUBLIC SECTOR AND PRIVATE SECTOR BANKS
ABSTRACT
With the advent of liberalization policy and RBI’s easy norms several private and foreign banks have entered in Indian
banking sector which has given birth to cut throat competition amongst banks for acquiring large customer base and market
share. Banks have to deal with many customers and render various types of services to its customers and if the customers
are not satisfied with the services provided by the banks then they will defect which will impact economy as a whole since
banking system plays an important role in the economy of a country, also it is very costly and difficult to recover a
dissatisfied customer. Since the competition has grown manifold in the recent times it has become a herculean task for
organizations to build loyalty, the reason being that the customer of today is spoilt for choice. It has become imperative for
both public and private sector banks to perform to the best of their abilities to retain their customers by catering to their
explicit as well as implicit needs. Many a times it happens that the banks fail to satisfy their customer which can cause
huge losses for banks and there the need of this study arises. The purpose of this study is to compare the public sector
banks and private sector banks in terms of customer satisfaction and to study the various variables of service quality using
servqual model. The work has been carried out with the objective of understanding the reasons of customer dissatisfaction
and what are the opportunity areas wherein these banks need to focus and strengthen their Customer Relationship
Management practices. The research work uses both the sources of information, i.e. Primary and Secondary sources, and
thereafter SERVQUAL model has been used to identify the discrepancy in the service delivery system. Finally the study
concludes by giving some recommendations to improve in the area where these banks do not meet the expectation of their
customers.
KEYWORDS: customer relationship management, private banks, public banks, servqual
Download full report
http://googleurl?sa=t&source=web&cd=1&ve...V1(1)8.pdf&ei=PT0xToGXJYrkiAK36JS3Bg&usg=AFQjCNGij5Ce1_bVew6PPwSx18tQpP83Ew&sig2=dsKWm3YJ-hcsShH1UyVxzg
