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Advanced Materials Technology Department

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Karnatak University Dharwad,

Karnataka, India

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Kashmir, India

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State Institute of Health & Family Welfare

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Memorial College,

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West Bengal. India

Dr. S.Raja Ph.D

Research Associate,

Madras Research Center of CMFR ,

Indian Council of Agricultural Research,

Chennai, India

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Director - Sri Aurobindo Institute of Management

Rajkot, India.

Er. R. Bhuvanewari Devi M.Tech, MCIHT

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Central Research Institute for Dryland Agriculture (CRIDA)

Hyderabad, A.P, India

PROF.Dr.S.V.Kshirsagar,M.B.B.S, M.S

Head - Department of Anatomy,

Bidar Institute of Medical Sciences,

Karnataka, India.

DR ASIFA NAZIR, M.B.B.S, MD

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Government Medical College, Srinagar, India.

Dr.AmitaPuri, Ph.D

Officiating Principal

Army Inst. Of Education

New Delhi, India

Dr. Shobana Nelasco Ph.D

Associate Professor,

Fellow of Indian Council of Social Science

Research (On Deputation},

Department of Economics,

Bharathidasan University, Trichirappalli. India

M. Suresh Kumar, PHD

Assistant Manager,

Godrej Security Solution,

India.

Dr.T.Chandrasekarayya,Ph.D

Assistant Professor,

Dept Of Population Studies & Social Work,

S.V.University, Tirupati, India.

JIARM VOLUME 1 ISSUE 2 (MARCH 2013) ISSN : 2320 – 5083

77 www.jiarm.com

CUSTOMER SATISFICATION WITH SPECIAL REFERENCE TO DHARMAPURI PRIVATE BANKS

G.ARUL*

DR.PRABAGARAN** C.VELAUDHAM***

*Research Scholar cum Guest Lecturer, Dept of Business Administration Govt Arts College

Dharmapuri **Assistant Professor, Dept. of Business Administration Govt Arts College Dharmapuri

***Doctoral Scholar, Dept of Business Administration, Annamalai University

ABSTRACT

Banks became the backbone of the any nations and it is played vital role in the

common man’s savings and other societal activities. This study was carried to in the

Dharmapuri District to know the private bank customers satisfaction level. The study

revealed customer satisfaction levels are quite well because of the promotional

strategies taken by the last two decades. Further as they promised they faster in all

their services to the customers.

KEYWORDS –Customer Satisfaction level, Private Banks

INTORDUCTION

Bank customers expect very simple things; Carrying out their work in time, no

queues, someone to be available in the counter to attend them, getting the information

at one place instead of running pillar to post and the like. After nationalization of

major commercial banks in 1969 and 1980, majority of the banks are in public sector

which change from ‘Class Banking’ to ‘ Mass banking’ which led to the increase in

volume of clientele. The increase in volume of customers automatically led to the

deterioration in quality of customer service. Further, a settlement with the employees

union does not permit the banks to go for rapid mechanization. This makes a setback

in extending efficient customers service.


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Review of Previous Studies

The following earlier studies have been conducted by various researchers in

the area of marketing strategies, customer services and customer satisfaction in public

sector banks. A review of these studies enables the researcher to formulate the present

study. A. Dilshath conducted a study on “Customer Satisfaction in Nationalized

banks” with special reference to Madras City. Some of the important findings are

(i) Customers are not satisfied at the banks due to long time taken for drawing

money.

(ii) Customers are also dissatisfied because certain services like investment advice

and tax advice are not given to them.

(iii) Borrowers are dissatisfied because of the cumbersome procedural formalities in

getting loans sanctioned.

David Sundararajan in his study “Marketing Strategies in Canara Bank has analysed

the Marketing strategies followed by the C.Rajalakshmi3, in her study title, “A critical

Appraisal of general Utility services of Commercial Banks in Aruppukkottai Town”,

analysed the range of general utility services and revealed that such services play an

important role in attracting the customers. Biswa N. Bhattacharaya and B.K. Ghore4

in their article on “Marketing of Banking Services in the 90s – problems and

perspective” focused on the area of problems and perspective of Marketing of

banking Services. They have to face and the role of banks in relation to customers.

They conclude that banking in the nineties require new market oriented banking with

a disciplined, dedicated, professional and committed manpower, specialized bank

branches and strong marketing organization.

Biswa N. Bhattacharya and B.K. Ghore, “Marketing of Banking Services in 90s

Problems and Perspectives”, Economic Political Weekly, Feb.25, 1989, pp. 27-32.In

their article “ A note on marketing of financial services by rural financial institutions”

C. Bhajawar Rao and D. Sakriya5, focused on the policies, mode of operations and

nature of Service mix. They concluded that changes and new orientation towards

marketing should be matched with customer attitude and preference. Prof. C.R. Reddy

and K.V. Ramana in their article on “Marketing approach in Banking” analysed the

marketing services and marketing mix of banks”. They stated that banking indirectly


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can survive only by adopting efficient marketing strategy for adaptive responses of

the customers to win the growing competitive market in further.

In his paper, “Customer Service” Dr M. Renganathan7 focused on the problems of

bank customers. Dr. Sanjay Shankar Keptar in his article entitled “Marketing of

Banking Services” has discussed the necessity of marketing banking services. He

suggested some tips for marketing of bank services, such as frequent meetings with

customers, marketing services to attract NRI deposits and application of special

techniques. In his paper “Marketing Mix of Banking Services” P.Jayaraman9,

identified the components of the marketing mix of banking services. He concluded

that in order to grow and prosper and even to survive, a bank has to keep abreast of

changing Miss Archana Mathew in her article “Customer Service in Public Sector

Bank. A comparative study” revealed that customers face the problems of delayed

service, lack of proper guidance and discrimination by bank staff. She suggested

automation to reduce delay in the performance of service. Mr. Lawerence Shurman11,

in his report of the Indian Banks Association, concluded that there are many

dissatisfied customers and stressed the role of Banking Ombudsmen to resolve fairly

the problems of customers. In a study entitled “Vistas on Human Resource

Development in banks”. Sumangala Kumar12, has mentioned the need for training

programmes for bank employees, According to him, well trained staff could anticipate

customer needs and satisfy them. Vijay Walia, in his article entitled “ Computers in

Indian Banks” focussed on the causes of falling profitability and customer services in

Bank. He pointed out that annual accounting systems used in banks so often result in

limitations of errors in posting, maintaining a large number of ledgers delayed

positing of books etc. He suggested computerization for quick disposal of customers

demand.

Stan Comber in his article “Banks designed by Customers” observed that cas

dispensary and automated depost facilities can take care of normal business of a bank

while the staff have to talk to customers about any financial need they may have. He

stressed the need for bank staff to be trained to fully understand the products and to

relate them to individual customer needs. G.N. Nandhini, in his article entitled “Bank

Marketing – The problems of Distribution” focused on the marketing techniques for

distribution of banking services. He observed that customer dissatisfaction had been

increasing due to increasing expectation of customers. He suggested that existing

strategies be made more effective for customers better. “Spot light on Personal


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service” an article by John Berry23, identified the main areas where services in banks

are required to be improved. He suggested that each branch should have customer

service managers with overall responsibility for customer welfare and satisfaction.

S.Bhattacharya in his article “Self-renewal of a Bank officer in operation” studied the

various dimensions of bank operation. He suggested that the system of distribution of

bank services should be flexible enough to accommodate genuine needs of customer.

S.C. Bandopadhyay , in his article “Bank Deposits and financial Disintermediation”

focused on the instruments available for savings with the development of financial

markets. He observed that the depositor had a wide choice and suggested that banks

should follow a strategy of publicizing the scheme effectively Geetha Kumar and

Reeta Kaul, in their article, “ Changing Scenario – Marketing strategies to meet the

Challenge”, observed that rapid growth of banking industry which is essentially a

service industry had intended to lower the efficiency standards, the worst affected

area being customer service.

Objectives of the Study

The Specific objectives of the study are

To review the progress of private banking sector in India and Dharmapuri

District

To examine the relationship between profile variables and level of satisfaction

of customers.

To identify the dimension of perception towards customer services provided

by private sector banks.

To offer suggestions to improve customer satisfaction.

Sample Design

The present study is an empirical research based on survey method. For the

purpose of collecting primary data, a multistage random sampling technique has been

followed. In the first stage, Dharmapuri district has been chosen by the researcher

purposively. This sample size was 250 which is a different set of peoples. The

researcher in the second stage identified the total number of branches of the private

sector banks situated in Dharmapuri district. The total number of branches of the

private sector banks in the district stood at 38 as on 31st March 2011. The details of

the banks and their branches have been presented in Table 1.1

Table 1.1


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Private Sector Banks in Dharmapuri District As on 31st March 2011

Sl.No Name of the Bank Urban Semi

Urban Rural Total

1 ICICI 4 0 1 5

2 Bharath Overseas Bank Ltd 1 0 1 2

3 Catholic Syrian Bank Ltd 1 0 0 1

4 City Union Bank Ltd 1 1 1 3

5 Dhanalakshmi Bank Ltd 1 0 0 1

6 Fedral Bank Ltd 1 0 0 1

7 HDFC BANK LTD 1 0 0 1

8 Karnataka Bank Ltd 1 0 0 1

9 Karur Vysya Bank Ltd 3 2 2 7

10 Lakshmi Vilas Bank Ltd 3 2 5 10

11 South Indian Bank Ltd 1 0 3 4

12 Tamil Nadu Mercantile Bank Ltd 1 0 0 1

13 Vysya Bank Ltd 1 0 0 1

Total 20 5 13 38

RESULTS & DISCUSSION

T a b l e – 2 A sso c i a t io ns b e t w ee n A ge o f t he R esp o nd e n t s

a nd Level of Satisfaction

Sl.

No

Age in Years Private Sector Bank

High Medium Low Total

1 18-40 24

(21.43)

20

(21.74)

11

(23.91)

55

(22.00)

2 40-60 73

(21.43)

62

(27.39)

24

(52.17)

159

(63.60)

3 60 and above 15

(13.39)

10

(10.87)

11

(23.92)

36

(14.40)

Total 112

(100.00)

92

(100.00)

46

(100.00)

250

(100.00)

Source : Primary data

From the table 2 it is observed that in private sector banks out of


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112 respondents with high leve l of satisfaction, a maximum of

73(65.18%) o f them be long to t he age group between 40 -60 years,

fo llowed by 24(21.43%) of the respondents belonging to the age group

between 18-40 years, and 15(13.39%) of them belong to age group above

60 years , wh ile in t he case o f med ium level o f sat isfact ion, out o f 92

respondents a maximum of 62(67.39%) of t hem belong to the age

gro up be tween 40 -60 years fo l lowed by 20(21.74) and 10(10.87%)

belonging to the age group 18-40 and above 60 years respectively.

Further it is also shown that out of 64 r e s p o n d e n t s , w i t h l o w l e v e l

o f s a t i s f a c t i o n , m a x i m u m o f 24(52.17%) of them belong to the age

group between 40-60 years and 11(23.91%) o f them belong to the age

group between 18 -40 years and above 60 years respectively.

Sex and Level of Satisfaction

S e x p l a ys a v i t a l r o l e i n d e t e r m i n i n g t h e s a t i s f a c t i o n o f

respondents . Tab le 4 .3 present s t he se x and leve l o f sa t is fact ion o f

the respondents.

T a b l e - 3 A sso cia t io n b e t w een S ex o f Respo nd ent s and

Level of Satisfaction

Sl.

No Sex

Private sector banks


1. Male 79

(70.54)

66

(71.74)

25

(54.35)

170

(68.00)

2. Female 33

(29.46)

26

(28.26)

21

(45.65)

80

(32.00)

To tal 112

(100.00)

92

(100.00)

46

(100.00)

250

(100.00)

Source : primary data

From the t ab le 3 i t has b een seen t ha t in p r iva te sec to r banks,

out o f 112 respondents with high leve l o f sa t isfac t io n, a m a x i m u m


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o f 7 9 ( 7 0 . 5 4 % ) o f t h e r e s p o n d e n t s a r e m a l e a n d 33(29.46%) o f

them are fema le. In t he c ase o f med ium leve l o f sat isfact ion, out of

92 respondents 66(71.74%) of them are male and 26(28.26%) of them

are female. It is also observed that out of 46 respondents, with low level

of satisfaction, 25(54.35%) of them are male and 21(45.65%) of them are

female.

T a b l e - 4 Association between Marital Status of Respondents and


Sl.

No Marital Status

Private sector Bank

, High Medium Low Total

1. Married 98

(87.50)

82

(89.13)

37

(80.43)

217

(86.80)

2. Unmarried 14

(12.50)

10

(10.87)

9

(19.57)

33

(13.20)

Total

112

(100.00)

92

(100.00)

46

(100.00)

250

(100.00)


Tab le 4 in fer s t ha t i n p r iva t e se c t o r b anks, ou t o f 11 2

respondents with high leve l o f sa t isfact ion, 98(87.50%) o f them were

married. While 14(12.50%) of them were unmarr ied . In the c ase o f

med iu m le ve l o f s a t i sfac t io n , ou t o f 92 r espo nd e nt s , 82(89.13%) of

them were married, while 10(10.87%) of them were unmarr ied, ou t o f 46

respondents with low level of sat isfac tion, 3 7 (8 0 . 43 %) o f t he m w ere

mar r ie d , w h i l e 9 (1 9 .5 7 %) o f t hem were unmarried.


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Educational Qualification and Level of Satisfaction

Education is a vita l factor which influences the satisfact ion leve l

of the respondents. Independent identity o f respondents can be proved

only through education. Qualification of respondents and\ their level of

satisfaction are shown in Table 4.7

T a b l e – 5 Association between Educational Qualification of the

Respondents and Level of Satisfaction

Sl.

No Educational

Qualification

Private sector Bank


1. School Level 16 13 4 33

(14.29) (14.13) (8.70) (13 .20)

2. UG Level 40 39 23 102

(35.71) (42.39) (50.00) (40.80)

3. PG Level 35 24 14 73

(31.25) (26.09) (30.43) (29.20)

4. Professionals 21 16 5 42

(18.75) (17.39) (10.87) (16.80)

Total

112

(100.00)

92

(100.00)

46

(100.00)

250

(100.00) Source : Primary data

It has been indicated from the Table 5 that in private sector b anks ,

ou t o f 112 r espo nden ts wi t h high leve l o f s a t i sfac t io n , maximum of

40(35.71%) of them were in the category of UG level fo l lo w ed b y

35(3 1 .25 %) o f t hem in t he c a t e go r y o f P G leve l, 2 1 ( 1 8 . 7 5 % ) w e r e

i n t he c a t e go r y o f p ro f e s s i o na l l e v e l a nd 16(14 .29%) were in the

category o f schoo l le vel. In the c ase o f me d iu m le ve l o f

sa t i s fa c t io n, o u t o f 92 samp le r e sp o nd e n t s , maximum of 39(42.39%)

of them were in the category of UG level followed by 24(26.09%) in the

category of PG level, 16(17.39%) were in the category of p ro fess iona l


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leve l and 13(14.13%) in the category of school leve l. Out of 46

respondents with low leve l of satisfaction, maximum of 23(50.00%) of

them were in the category UG leve l fo l lowed b y 14(30.43%) in t he

categor y o f PG le ve l, 5(10.87%) were in the category of professional

level and 4(8.70%) in the category of school level.

Occupation and Level of Satisfaction

Level o f satisfaction also depends upon the occupation. The

researcher has made an attempt to study the re lationship between

occupation and level of satisfaction of the respondents. Occupation o f t he

respondent s and t he ir leve l o f sa t i s fa ct ion a re show n in Table 6.

From the Tab le 4 it is seen that in pr ivate secto r banks, when

occupation is considered as a factor, out of 112 respondents with high

leve l of sat isfact ion, maximum of 44(39.29%) of them ha v e o t her

o ccu p a t io n s fo l lo we d b y 3 2 (28 .5 7 %) o f t hem ar e employees,

24(21.43%) are professionals and 12(10.71%) are doing business. In t he

case o f med ium level o f sa tis fact ion, ou t o f 92 respondents ,

maximum of 49(53.26%) o f them are having o ther occup at ions

fo llowed by 18(19.57%) o f them are businessmen, 1 6 (17 . 39 % ) a re

emp lo ye e s a t p u b l i c o r p r i va t e c o nce r n a nd 9 (9 .78%) are

professionals. Further, it also shows that ou t o f 46 respondents with low

level of satisfaction, maximum of 16(34.78%) of them are having other

occupations followed by 11(23.91%) who are employees, 10(21 .74%) are

doing business and 9(19 .57%) of them are professionals respectively.


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T a b l e - 6 Association between Occupation of the Respondents and


Sl.

No Occupation

Private Sector Banks


1. Employees 32 16 11 59

(28.57) (17.39) (23.91) (23.60)

2 Business 12 18 10 40

(10.71) (19.57) (21.74) (16.00)

3 Professional 24 9 9 42

(21.43) (9.78) (19.57) (16.80)

4 Others 44 49 16 109

(39.29) (53.26) (34.78) (43.60)

Total 112

(100.00)

92

(100.00)

46

(100.00)

250

(100.00)

Source :Pimary data

Monthly Income and Level of Satisfaction

Level of satisfaction may also be affected by monthly income o f

t he r e sp o nd e n t s . He nc e , a n a t t e m p t i s m a d e t o s t u d y t h e

relat ionship between monthly income and level o f sat isfact ion of the

respondents. The monthly income of the sample respondents and their

level of satisfaction are as shown in Table 4.13.


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T a b l e - 7

Association between Monthly Income of the Respondents

and Level of Satisfaction

Sl.No Monthly Income Private Sector Banks High Medium Low Total

1. Below 5000 10

(8.93)

6

(6.52)

5

(10.87)

21

(8.40)

2. 5000-10000 41

(36.61)

24

(26.09)

14

(30.43)

79

(31.60)

3. 10000-15000 29

(25.89)

51

(55.43)

17

(36.96)

97

(38.80)

4. 15000 and

above

32

(28.57)

11

(11.96)

10

(21.74)

53

(21.20)

112

(100.00)

92

(100.00)

46

(100.00)

250

(100.00) Total


From the Table 7, it has been inferred that in private sector b anks ,

ou t o f 112 r esp o nden ts w i t h h igh le ve l o f sa t is fac t io n, majo rit y o f

41 (36.61%) o f them have mo nth ly income be twee n R s. 5 000 - Rs .

10 ,0 00 fo l lo we d b y 3 2 (28 .5 7 %) o f the m ha ve mo nth ly income o f

above Rs. 15 ,0 00, 29 (25 .89%) o f be long to m o nt h l y i nc o m e gro u p

b e t w ee n Rs . 1 0 ,0 0 0 - Rs. 1 5 , 0 00 and 10(8.93%) have monthly

income below Rs. 5,000. In the case o f med ium leve l o f sa tisfact ion,

out o f 92 respondents, major it y o f 51(55.43°,/o)of them have monthly

income between Rs. 10,000 - Rs. 15,000 followed by 24(26.09%) have

monthly income between Rs. 5000 - Rs. 10,000, 11 (11.96%) have

monthly income above Rs. 15 ,000 and 6 (6.52%) have monthl y income

le ss t ha n Rs. 5000 . Further, it also shows that out of 46 respondents

with low level of satisfaction, majority of 17(36.96%) of them have


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monthly income be tween Rs. 10 ,000 - Rs. 15 ,000 fo llowed b y

14(30.43%) have monthly income between Rs. 5000 - Rs. 10,000, 10

(21.74%) have monthly income above Rs. 15,000 and 5(10.87%) have

monthl y income below Rs. 5000 respectively.

In order to test the relationship between monthly income and level of

satisfaction the following null hypotheses was formulated There exist no relationship

between monthly income and level of satisfaction. To test the above null hypotheses,

Chi square test was applied. The results are given in Table 4.14.

Residentia l Area and Level o f Satisfaction

Every individual strives to stay in town, municipalities and villages. Hence

it is taken as an important factor for analysis. The relationship between level of

satisfaction and residential area is presented in Table 4.15.

T a b l e - 8

Association between Residential area of the Respondents

and Level of Satisfaction

Sl.No Monthly Income Private Sector Banks High Medium Low Total

1. Village 3

(2.68)

5

(5.43)

7

(15.22)

15

(6.00)

2. Town 83

(74.11)

68

(73.91)

28

(60.87)

179

(71.60)

3. Municipality 26

(23.21)

19

(20.66)

11

(23.91)

56

(22.40)

112

(100.00)

92

(100.00)

46

(100.00)

250

(100.00) Total

Source :Primary data

It has been inferred from the Table 8 that in private sector b anks ,

ou t o f 112 r espo nde nt s wi t h hi gh leve l o f sa t i s fa c t io n, m a jo r i t y o f


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8 3 (7 4 . 11 % ) o f t he m r e s id e i n t o w n fo l l o w ed b y 26(23.21%) of

them reside in munic ipalit y area and 3(2.68%) o f them reside in

village. In the case of med ium level of satisfaction, out o f 92 sample

respo ndents, maximum of 68(73.91%) o f them reside in town followed

by 19(20.66) o f them in municipality area and only 5(5.43%) of them reside in

village. Further , i t a lso shows that out o f 46 respondents with low level

of satisfaction, majority of 28(60.87%) of them reside in town followed by

11(23.91%) from municipality area and 7(15.22%) of them reside in village

respectively.

TYPES OF ACCOUNTS

T a b l e - 9

Assoc ia t io n bet ween T yp es o f A cc ounts o f t he Re spo ndent s

and Leve l o f S at is fa c t io n

Sl.

No.

Types o f

accounts

Private sector bank s

High Medium Lo w Total

1 SB 56

(50.00)

54

(58.70)

21

(45.65)

131

(52.40)

2 RD 9

(8.04)

6

(6.52)

5

(10.87)

20

(8.00)

3 FD 16

(14.28)

13

(14.13)

4

(8.70)

33

(13.20)

4 CA 31

(27.68)

19

(20.65)

16

(34.78)

66

(26.40)

To ta l

112

(100.00)

92

(100.00)

46

(100.00)

250

(100.00)

Source :Primary data

S B — S a v i n g s B a n k A c c o u n t , R D — R e c u r r i n g D e p o s i t , FD —

Fixed Deposit, CA — Current Account

From the Table 9, it has been found that in private sector b anks ,


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ou t o f 11 2 re spo ndent s w i t h h igh leve l o f sa t i s fa c t io n, m a jo r i t y o f

5 6 (5 0 .0 0 % ) o f t he m h a ve sa v i n g s b a nk a c c o u n t fo llowed by

31(27.68%) have current account, 16(14.28%) have fixed deposit, and

9(8.04%) of them have recurring deposit. In the case of medium level of

satisfaction out of 92 respondents, majority o f 54 (58.70%) o f them have

Savings bank account fo llowed b y 19(20.65%) of them have current

account, 13(14.13%) have fixed deposit and 6(6.52%) have recurring

deposit. Out of 46 respondents with low level of satisfaction majority of

21(45.65%) of them have S a v ing s B a nk acc o u nt fo l lo w ed b y

16 (3 4 .78 %) o f t hem ha ve cu rrent account, 5(10 .87%) have recurring

deposit and 4(8.70%) have fixed deposit respectively.

In order to test the relationship between type of accounts and

leve l o f sat i sfact ion o f samp le re sp ondents , t he fo l lowing nu l l

hypotheses was formulated

T h e l e ve l o f s a t i s f a c t i o n i s i nd e p e nd e n t o f t h e t yp e o f

acc ou nt . T he C hi sq u are te s t w as a pp l ied to exami ne t he nu l l

hypotheses and the computed results are given in Table 4.18.

FINDINGS & SUGGESTIONS

Banking industry of the distr ict comprising of public sector,

p r i va t e s e c t o r and co -op e ra t i ve b anks ha s a w id e ne t wo r k o f

branches spread all over the d istr ict. There has been growth in the

number of branches, deposits and advances in all the sectors. Public sector

banks contribute more than fift y percentage to the banking business of

the district. Private sector banks show a better recovery per fo rmance o f

overdue. Outstand ing advances o f public secto r banks have come down

over the years.

This analysis revealed that the majority of the sample customers come

under the high level perception on customer benefits in private sector banks.

Majority o f the customer respondents belong to the age group of 40 to 60


91 www.jiarm.com

years. It is followed by the age group 18 to 40 years. T h e c h i - s q u a r e t e s t

r e ve a l e d t ha t t h e r e e x i s t s t he relationship between age of the

customer and their level of satisfaction. It is inferred from the ana lysis that

the majority of the respondents are male and the chi-square test

revea led that sex is independent of the level of satisfaction. Abou t 86 percent

are married and marita l status is no way influenced their level of satisfaction.

Fu r t he r i t i s i n f er red t ha t nea r l y 1 9 p er ce n t o f t he respondents are

professionally qualified and majority o f the respondents a re graduates.

The chi- square test showed that the educational qualification does

influence the level of satisfaction of the customers. A major ity o f the

respo ndents are other categor ies o f occupat ion fo llo wed b y

pro fessiona l. The chi- square t e s t r e v e a le d t ha t t he r e i s a

r e l a t i o n s h i p b e t w e e n o c c u p a t i o n o f t h e r e sp o nd e n t s a nd t h e i r

l e v e l o f satisfaction. A majority of the respondents (62 percent) are in

family size between 3 and 5 members. Based on the chi-square t e s t , t h e

f a m i l y s i z e h a s i n f l u e n c e d t h e l e v e l o f satisfaction. Nearly 39

percent of the respondents are in the category of monthly income Rs.

10,000 to Rs. 15,000per month. The chi-square test revealed that the

monthly income of the respondents has influenced the level of satisfaction.

CONCLUSION

In t he D h a r m ap u r i d i s t r i c t p r i va t e b a nk c u s t o m er s a r e q u i t e

s a t i s f i e d w i t h t he p er fo r m a nc e . T o o ve r c o m e t he p u b l i c s e c t o r

b a nks p u b l i c s e c t o r b a nk s m ad e lo t o f i n i t i a t e s l a s t t wo d e c ad e s

t ha t r e su l t i n t he cu s to m er s a t i s f a c t i o n a s w e l l . I f t he s a me

s t r a t e g y i s b e e n m a i n t a i ne d p u b l ic s ec t o r b a n ks c a n b e co m e t he

hu ge t h re a t to t he p u b l i c b a nks .


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1. Gordon , Natarajan, "Banking Theory, Law and practice", 2007,p. 77.

1. Sanjay J. Bhayani , "Performance of the New Indian Private Sector Banks: A

Comparative Study" Icfaian Journal of Management Research, Vol. 5, No.

11, November 2006, pp. 53-70 .

2. Chowdari Prasad, K.S. Srinivasa Rao, "Private Sector banks : A SWOT

Analysis" T.A. Pai Management Institute, ICFAI Journal of Bank Management,

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3. Rajni Sofat Preeti Hiro "Creativity and Innovations in Retail Banking-

A Comparative Analysis of Financial Products Offered by ICICI and HDFC

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4. Dr. Parikshat Singh Manhas, "Leveraging Information System Tools,Security and

Online Usage in Banking and Insurance Sector", Journal of Services Research, Vol.

5, No 2, Oct 2005- Mar 2006, pp 193-204.

5. Shyamala Gopinath, "Retail Banking", Journal of Indian Institute of Banking and

Finance, Oct — Dec, 2006,pp. 7 — 10.

7. Sujatha Parthasarathy, "Role of Contact centre in Retail Banking", Journal of

Indian Institute of Banking and Finance, Oct — Dec, 2006, pp. 22-27.

8. Dutt Tara Kumar, "Customer Management for profitable growth", Asian

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9. Narindar Bhasin, "Technological change in the Indian Banking Payment

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2006, p. 44

10. Dr. Y.V. Reddy, Dr. Kottaiah, Mrs. Nandhitha, "Rural Banking and prospects",

Asian Banker Journal, March 2006

Journal of International - jiarm.comjiarm.com/Mar/march paper1236.pdfGodrej Security Solution, ... revealed customer satisfaction levels are quite well because of the promotional ...

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