A STUDY OF CUSTOMER EXPERIENCE ABOUT BANKING SERVICES IN SELECT CO-OPERATIVE BANKS IN SOUTH CENTRAL MUMBAI
Keywords:
Customer, Co-operative Banks, Experience, Satisfaction, ServicesAbstract
The purpose of the study is to measure customer experience while banking with selected co-operative banks in South Central Mumbai, its impact on customer experience and consequently banks’ business. The study design is based on qualitative research method. The study was initiated with descriptive method to explore why co-operative banks despite being established more than 100 years back, still lacks in business growth vis a vis other competitive banks such as private, public and foreign banks. A set of questionnaires were prepared, customers were selected randomly and were asked to respond their felt experience about the banks’ services while banking with the selected co-operative banks. The study establishes a robust relationship between customer experience, their level of satisfaction and to find out as to why these banks’ failed to acquire market share. The primary data for the study are collected through questionnaires and personal interviews and secondary data collected from published reports, journals, research papers, fact sheets of the co-operative banks and different related sites from internet.
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