Customer Perception and Preferences towards Banking Services in India – A Case Study of Varanasi Region

Abstract

Marketing is a critical business domain and is an essential instrument for attaining a competitive advantage in services. It is also considered a potent tool for attracting, holding, and satisfying customers for the organization offering services. In India, the banking industry has been experiencing ups and downs for a long. In order to solve these problems and manage the challenges, the banks need to evolve and implement effective marketing strategies based on a customer-centric approach. This study focuses on one of the essential elements of service marketing, i.e., Process: Process used in banking services, customers' perception towards this process, and suggestive measures to improve the banking services' process to their customers. The study is based on primary data gathered with the help of a survey method. The survey has been conducted with the help of a structured questionnaire. In order to obtain opinions and views of customers, a sample of 100 customers of different banks has been taken. With different statistical tools such as the weighted average method and ranking, the paper concludes that most of the banks' customers are moderately satisfied with the service delivery process.