A Study on Customer Satisfaction towards Banking Services of IndusInd Bank in Vadalur Town

Abstract

This study has been conducted with the purpose of assessing the quality of service of Indusind Bank in Vadalur Town. Consumer marketing companies face intense competition, and banks are no exception. For service firms in general and banks in particular, it is indeed essential to focus on the requirements of the customers and to effectively meet them. Customer satisfaction, a term frequently used in marketing, is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is characterized as’ the number of customers, or percentage of total customers, whose recorded experience with a business, its products or services (ratings) exceeds stated satisfaction objectives. The study aims to know the satisfaction level among the customers of the Indusind Bank. Service quality scale was used with five dimensions, reliability, empathy, namely physical aspect, assurance, and responsibility. This study also focuses on the banks’ different attributes and their impact on customer satisfaction. This study is limited only to the town of Vadalur. This is a descriptive study; the data were gathered from primary sources for this research. Two sets of questionnaires were prepared; one set was for the customers of the banks with service parameters, while the other was for the managers of the banks with key determinants. The analysis of the data collected was done through the use of a statistical package for social science (SPSS). Percentage analysis, chi-square test, was the test used to analyze the data. The result so obtained from this analysis indicates that the banks indeed are providing good services to their customers wherein customers are also satisfied. There are a few more service parameters that the banks need to take care to hold on to their customers.