Consumer behaviour towards banking services: A comparative analysis between Punjab National Bank and HDFC bank

Banking sector and other service sectors is not free is not free from the waves of Liberalization, Privatisation and Globalization (LPG). LPG has influenced to profound the cut-throat competitive pressures towards customer satisfaction emerged to be cornerstone of increased demand of banking services and indeed, is recognized as the key business strategy to Indian banks. In fact, customer satisfaction is not only a prerequisite for a successful and competitive bank but also a benchmark against which many banks have set their standards. Bank personnel are, therefore, more concerned about quality of service and customer satisfaction. Service quality, service charges, perceived value and customer satisfaction are the key areas of success to a bank. Commercial banks are playing in important role towards Indian economy. Customer's satisfaction will make a great economic foundation for growth and survival of banking business. Customer satisfaction represents the extent to which banking products and services meet the customers’ needs. According to various studies made by researchers, customer satisfaction can be measured by looking the different dimensions such as service quality, customer loyalty, customer behaviour, trust and others. Thus, a satisfied customer is the brand ambassador towards service providers i.e. bank and contributes a lot towards marketing and profitability of banking business. The Balasore district of Odisha has been selected for the study. Against this backdrop, the present study discusses the behaviour of consumers with regard to banking services provided the sample banks.