Demographic factors, level of awareness and banking service as intervening factor: A study of SBI in Cuttack city, Odisha

The Indian banking industry has transformed into one of the promising industries that offer services through multiple channels with the help of information systems and technology. Banking is essentially a high contact service industry and there is close communication between service providers to customers. Customer awareness and satisfaction about financial products and services are very crucial for the success of any Bank. The current banking technology allows the customer to buy products or consumer services using their bank account and other services from any place. The study aims to trace the usage behaviour of various services by a different class of customers and their satisfaction towards the services rendered by Banks. The present study is completely Descriptive. Both primary as well as secondary data, were used for the study. State bank of India (SBI) was selected based on the ground of concentration of public sector Banks in that area. It is found that all the demographic variables are strongly related to the level of awareness towards banking products and services.