A Study on Customer Awareness, Perception and Satisfaction towards Retail Banking Services with special reference to Coimbatore District

To live on the severe contest faced by the home banks due to the entry of global players, fast modernization and introduction of new monetary instruments, understanding of varying needs of customers’ and extensive use of information technology have all become vital. However, with the availability of same technology in almost all the banks, it is felt that it is only through the rendering of improved services to their customers’ banks can continue to exist in the market. Hence, there is an essential need for identifying their capability to satisfy the service quality requirements as per their customers’ outlook. Classifying the industry into different strategic groups and positioning themselves according to the customers’ can help the banks to reform their policy choices to contend in this vibrant business atmosphere. This necessitated the banks to make use of the accessible resources, process of delivering excellence services to their customers’ and transforming the greater service to generate superior financial performance.