KALAISELVI, S (2015) FACTORS AFFECTINGCUSTOMERSATISFACTION IN RETAIL BANKING WITH SPECIAL REFERENCE TO COIMBATORE CITY. FACTORS AFFECTINGCUSTOMERSATISFACTION IN RETAIL BANKING WITH SPECIAL REFERENCE TO COIMBATORE CITY, 1 (9). pp. 60-66. ISSN 2347-856X

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Abstract

Today, banking is regarded as a consumer-oriented services industry and banks have started realizing that their
business increasingly depends on the quality of the consumer service provided and overall satisfaction of the
customer. Relationship marketing has become the most critical aspect to corporate banking success. Today,
customers expect higher quality services from banks which, if fulfilled, could result in significantly improved
customer satisfaction, and potentially retention levels.
This study focuses on exploring the major factors that lead to customer satisfaction in retail banking in
Coimbatore in Tamil Nadu. It also leads to developing a conceptual framework of relationship marketing
practices in Indian banks by capturing the perspectives of consumers with respect to their satisfaction with
various services. The findings revealed that customer satisfaction, a transaction-specific attribute, is
dependent on nine different factors. It is hoped that this research paper would help the bank management not
only in improving the overall level of customer satisfaction but also strengthening the bond between the banks
and their customers, thereby helping the banks to retain and expand their overall customer base.

Item Type: Article
Uncontrolled Keywords: Customer Satisfaction, Retail Banking, Corporate Banking, Relationship Marketing.
Divisions: PSG College of Arts and Science > Department of Commerce
Depositing User: Dr. B Sivakumar
Date Deposited: 18 May 2026 05:01
Last Modified: 18 May 2026 05:01
URI: https://ir.psgcas.ac.in/id/eprint/2837

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