Customer usage behaviour of bill pay services – with special reference to private sector banks in Coimbatore

This study aims at evaluating the quality of services in Coimbatore from customer’s perspective. A structured questionnaire is administered to various target groups. Simple random sampling was adopted with sample of 488 respondents of the private sector banks. The reliability of the scaling was tested and Factor analysis was used to identify the influencing variables. It was suggested that adoption of coherent social media approach will help improve brand perceptions and leverage the benefits of online advocacy.