Analysis of Level of Customer Satisfaction in Commercial Banks: A Comparative Study

Neelam Kumari

Abstract


The customer is key factor and center of all kinds of business whether it is manufacturing or trading the goods and services. The success of banking sector is completely depends on how much customers are satisfied with the banking services provided by banks. The increased level of dissatisfaction of customers creates the chances of failure of any organization. Thus, instead of focusing on the earning of profit, the major objective of business has become to satisfy the customers and make them delighted with the optimum quality of services. It has become very essential to provide the superior quality of services to the customers as customer is regarded as the king of the market in the era of competitions. The cut throat competition in local and global competitors has made possible to focus on more the quality of goods and services and manufacturers are forced to upgrade the quality of production of goods and services. The capability to access the optimum quality of goods will build strong image, high customer satisfaction and attract new customers. This will also help in retaining the existing customers.

The overall satisfaction of customers of private banks and public banks of Rohtak district in Haryana has been investigated in the present paper. The study is based on primary data that has been collected through structured questionnaire filled by 300 respondents and study concludes that customers of public sector banks are more satisfied than customers of private banks.


Keywords


Banking services, Customer expectation, Satisfaction, public and private banks

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