Assessing Customers Satisfaction through Customer Satisfaction Portfolio
Sustained growth of service business hugely depends upon the level of satisfaction of its customers. Indian Banking Industry is no exception to this phenomenon. After Liberalisation of Indian Banking Industry, many New Private Sector Banks (NPSBs) changed their forms and became proactive. Their a...
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| Format: | Article |
| Language: | English |
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Srusti Academy of Management
2012-06-01
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| Series: | Srusti Management Review |
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| Online Access: | http://www.srustimanagementreview.ac.in/paperfile/847970179_Assessing%20Customers%20Satisfaction%20through%20Customer%20Satisfaction-Dr.%20Alok%20Kumar%20Rai-Vol.%20-%20V%20%20%20Issue%20I%20%20%20Jan%202012.pdf |
| Summary: | Sustained growth of service business hugely depends upon the level of satisfaction
of its customers. Indian Banking Industry is no exception to this phenomenon. After
Liberalisation of Indian Banking Industry, many New Private Sector Banks (NPSBs)
changed their forms and became proactive. Their activity changed the market
dynamics of the industry. The resultant was the empowerment of the customers and
hence came the realization on part of the banks to give superior care for the satisfaction
of the customer. It is worth mentioning that many of the initiatives taken by the banks
did not result into what they had planned for (Rai, 2009). A stocktaking of the
satisfaction of customers of the banks thus becomes imperative. The study uses
Kano model to evaluate the level of Satisfaction of customers as it delivers
greater significance to the bank over other commonly used scales as SERVQUAL,
SERVPERF and Banking Service Quality Scale (BSQ). The study not just aims to
identify the level of Satisfaction of the bank customers but also the relative
significance of different parameters of satisfaction in terms of their contribution to
overall satisfaction. |
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| ISSN: | 0974-4274 2582-1148 |