*Professor, K. S. R. College of Technology, Tiruchengode, India
**Professor/Director, SNS College of Technology, Coimbatore, India
Online published on 2 July, 2016.
This study is focus on the customer preference towards the traditional non-banking and modern non-banking services offered by the banks to fulfill the unique requirement of customers. It also highlights the importance of customizing the services based on the individual preference as personalized banking services as in terms of bundling of multiple banking services at single offer. For this study, 350 banking customers are approached and collected their state of preference towards non-banking services rendered by banks using structured questionnaire through convenience sampling method. The data collected were analyzed using various statistical tools like mean score analysis and Kruskal Wallis H test and Mann Whitney U test and the result was presented and interpreted as well. Based on the result the findings are arrived and respected suggestions were given for the improvement of non-banking services offered through banking arena to the fullest satisfaction of the customers.
Customer preference, customer satisfaction, non-banking services, customization, personalized banking services
