Mutual Fund Investors’ Expectation and Experience Gap-A study from the ‘Customer Convenience’ Dimension of 4C marketing mix

Customer satisfaction has a strong relationship with level of expectation and level of experience perceived by them. Several researchers have emphasized that the gap analysis act as a useful measure for evaluating the customers’ expectation and their perception. The purpose of the paper is to measure the gap between the investors’ level of expectation and the level of perceived experience from mutual fund investment from the viewpoint of customer convenience dimension of marketing mix. The study has been conducted in Guwahati. A sample of 412 respondents (i.e. mutual fund investors) has been taken for the purpose of the study with the help of snow ball sampling technique for data collection. The study revealed that high level of expectation exists among the retail investors from mutual fund investments in respect of customer convenience dimension of marketing mix. There is exists a significant gap between the investors’ level of expectation and the level of perceived experience from mutual fund investment from the viewpoint of customer convenience dimension of marketing mix