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CUSTOMER SATISFACTION
SURVEY
WITH SPECIAL REFERENCE TO BANK OF INDIA
BY :SURBHI JAIN
ANADI UPADHYAYA
INTRODUCTION
CONTD..
OBJECTIVES OF STUDY
OBJECTIVES OF THE STUDY WERE AS FOLLOWS:
LITERATURE REVIEW
SOME LITERARTURE REVIEWS ARE :1.
2.
CONTD..
3. ANDERSON & MITTAL ,( 2000) :- THEY PROPOSED THAT
CONCEPTUAL LOGIC OF
RELATIONSHIPS WITHIN THE CUSTOMER SATISFACTION CHAIN
BY IMPROVING PRODUCT AND SEVICE QUALITY
ATTRIBUTES,CUSTOMER SATISFACTION SHOULD INCREASE.THE
INCREASE IN CUSTOMER SATISFACTION SHOULD LEAD O
GREATER CUSTOMER RETENTION AND LOYALTY.THEN THE
IMPROVEMENT IN CUSTOMER RETENTION AND LOYALTY WILL
LEAD TO GREATER PROFITABILITY.
4. HANSEMARK & ALBINSON, (2004) :- CUSTOMER
SATISFACTION
CAN RESULT
IN VARIOUS BENEFITS.FOR INSTANCE , SATISFIED
CUSTOMERS TEND TO BE LESS PRICE SENSITIVE,MORE
WILLING TO BUY ADDITIONAL PRODUCTS AND LESS
INFLUENCED BY COMPETITORS PRODUCT.
RESEARCH METHODOLOGY
THE STUDY:THE STUDY IS CONDUCTED TO KNOW CUSTOMER AWARENESS
FOR BANKING PRODUCTS AND SERVICES AND TO SUGGEST
STRTEGIES FOE IMPROVING SATISFACTION.
TOOLS FOR DATA ANALYSIS: PERCENTAGE ANALYSIS WAS USED FOR ANALYSIS OF DATA.
CONTD..
Of various reasons for customers choosing Bank Of India for the
transaction and investments, the company tie ups salary account and good
customer services provided by bank were at priority.
Of the total customers visiting branch,visiting priority is 2-3 times a
month,various few are those who visits bank that frequently visitors are
current account holders and mutual fund investors.
Majority of customers seem to not have information regarding core
banking services provided which unites one bank to all.
Also awareness regarding account portability is 73% of surveyed customer
were aware of process,terms,conditions of account portability.
Majority customers i.e 89% seems aware of alerts on mobile of credits and
and debits in your account.
SUGGESTIONS
Improvement in number of Staff at branches should be made.
Proper Training must be given to whole staff.
One Marketing team member must necessarily be posted at each
branch to give information regarding products and services to its
customers.
One Relationship Manager must be posted at each branch to deal with
Diamond Category or Premium Customers.
The staff should be adequately trained to deal with the customer on one
to one basis.
Clearly defined customer policy should be adopted by the banks.
Customers needs should be anticipated in advance so that they can be
helped out in a better way.
CONCLUSION
In todays competitive environment relationship marketing is critical to
banking corporate success. Banking is a customer oriented services industry
and Indian banks have started realizing that business depends on client
service and the satisfaction of the customer. This is compelling them to
improve customer service and build relationships with customers.
To conclude my study I would like to say that Bank is really a vast
sector. Customers are least aware of various products and services also they
fear to avail facilities like Credit Cards, ATMs' ,Mobile Banking, Phone
Banking and Internet Banking etc.
Customers still believe in Traditional Banking rather than Modern
Banking. To make people aware regarding various services and their utility
and importance for the future Bank needs to apply proper Marketing
Strategies.
REFERENCES
Shemwell, D. J., Yavas, U. & Bilgin, Z. 1998. Customer-service provider
relationships: an empirical test of a model of service quality, satisfaction
and relationship-oriented outcomes.
International Journal of Service Industry Management,
9(2): pp. 155-168.
Hansemark, O. C. & Albinsson, M. 2004. Customer satisfaction and
retention: the experiences of
individual employees. Managing Service Quality,14(1): pp. 40-57.
Anderson, E. & Mittal, V. W. 2000. Strengthening the satisfaction-profit
chain. Journal of Service
Research, 3(2): pp. 107-120.
Parasuraman, A., Zeithaml, V. A. & Berry, L. L. 1985. A conceptual model
of service quality and its implications for future research. Journal
WEBLIOGRAPHY
www.bseindia.com/downloads/BankingSector.pdf
www.bankofindia.com
THANKS..
&
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