Gap between Perceived and Desired Levels in Commercial Banks in Madurai

Abstract

Customer perception is an important component of bank’s relationship with its customers. A customer may make such comparisons for each part of an offer called ‘‘domain-specific satisfaction’’ or for the offer in total called ‘‘global satisfaction’’. The working of the customer's mind is a mystery which is difficult to unfathomed and understanding the nuances of what perception the customer has to attain satisfaction is, a challenging task. The banks would recognize where they need to make changes to create improvements and determine if these changes, after implementation, have led to increased customer satisfaction. The present study is based on both primary and secondary sources. The primary data was collected from the customers of commercial banks by sample survey through structural interview schedule. Field work for this study was carried out by the researcher himself. The researcher had used the interview schedule for collecting data from bank customers.