International Journal of Research in Social Sciences

  • Year: 2019
  • Volume: 9
  • Issue: 7

The Antecedents and Outcomes of Customer Satisfaction in Banking Industry

  • Author:
  • C.M. Veena Kumari1, S. Ramesh2
  • Total Page Count: 11
  • DOI:
  • Page Number: 223 to 233

1Research Scholar, PPMAN0104C, Department of Management, Rayalaseema University, Kurnool, Andhra Pradesh

2Research Supervisor, Dean Management Studies (PG) Mount Carmel College, (Autonomous), Bengaluru, Karnataka

Online published on 7 October, 2019.

Abstract

The purpose of the study is to find out if the customer satisfaction leads to customer retention and to analyze the factors that bring satisfaction to the customers in the banking industry.

The descriptive research design was used and Random sampling method was adopted in selecting 984 customers of 2586 branches of eight different banks in Karnataka..

It was found that Relationship Marketing Practices enhances value to the customers leading to customer satisfaction and that satisfied customers stay longer with the same service provider. A higher F value in the regression analysis supports the hypotheses with the p value=.000. Further the t value, Regression co-efficient, is statistically significant with the p value=.000..

Based on the study the results implied that Relationship Marketing practices leads to customer retention in the banking industry by means of creating value to the customer and bringing in satisfaction to them.

Keywords

Relationship Marketing Practices, Customer Value Creation, Customer Satisfaction, Customer Retention, Banking Industry