Title: Influence of demographic variables on synchronisation between customer satisfaction and retail banking channels for customers' of public sector banks of India

Authors: Neha Gupta

Addresses: Marketing Department, K. J. Somaiya Institute of Management Studies and Research, Vidyanagar, Vidyavihar, Mumbai 400 077, India

Abstract: The purpose of this study is to examine synchronisation between customer satisfaction and retail banking channels based on customer demographic variables to understand the influence of channels on customer value creation for public sector banks (PSBs) of India. The questionnaire was administered for 692 respondents, data was collected from cities represent metros, class A, tier I and tier II cities of India. Results show that significant difference exist among perception drawn by various demographics for accomplishment of satisfaction and experience out of retail banking channels. Young and older bank customers differ significantly in their perception of satisfaction derived from retail banking channels, relational benefits and attractiveness of alternatives channels. The findings in this research highlight the need for managers to design different retail banking packages for each demographic customer group.

Keywords: banking industry; customer satisfaction; retail banking; segmentation; consumer behaviour; demographic; public sector banks; PSBs; India.

DOI: 10.1504/IJEBANK.2019.099599

International Journal of Electronic Banking, 2019 Vol.1 No.3, pp.206 - 219

Accepted: 28 Aug 2018
Published online: 10 May 2019 *

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