A STUDY ON CUSTOMER SATISFACTION TOWARDS BANKING SERVICES OF GRAMIN BANK OF ARYAVART

Abstract

Customer satisfaction has always been one of the major metrics for evaluating the performance of a bank in the banking industry. This has been necessitated by the stiff competition in the industry. In order to raise the bar, the Gramin banks are constantly striving hard to offer quality services and products in a bid to maintain their existing customers and woo the newones as well. Customers on the other hand always want the best value for their money therefore they always comb around to get the best services. Through this study, we will understand the level of customer satisfaction towards Gramin Bank of Aryavart in Agra region. A sample of 190 customers has been collected in premises using close ended questions and interviews from people who are currently holding their account with the bank. The study also intends to understand the awareness of rural population and their acceptance towards latest banking services like digital banking etc. We will also explore how the income and education levels of a customer influences the customer satisfaction towards bank. Correlation and Chi square test were employed in the data analysis using SPSS tool. The results revealed that the majority of customer who were less educated were satisfied with the banking service, staff behavior and the efficiency of their service, whereas customers with better education levels were less satisfied. The primary reason for their dissatisfaction was that the bank did not offer all the essential services online. It was revealed that the sole purpose of these customers for holding their saving A/c and Fixed deposit in bank was because of greater interest rate provided by the bank. Recommendations were floated that the bank should not limit its offering to mere FDs and saving A/c rather it should expand its offering in other avenues and support its customers in achieving wider goals. Also, significant investment in technology should be done so that the bank could offer its customers, easier and more intuitive experience and thus increase customer satisfaction levels.