Customer Satisfaction in Operation of Pradhan Mantri Jan Dhan Yojana (PMJDY) Account: An Empirical Evidence
Keywords:
Financial Inclusion, Pradhan Mantri Jan Dhan Yojana (PMJDY), Financial Economics, Economic Development, Financial Services, Financial LiteracyAbstract
Financial inclusion is the buzzword for the Government of India for attempting towards inclusive growth. "Pradhan Mantri Jan-Dhan Yojana (PMJDY)" is the national mission of Government of India for achieving the goal for financial inclusion. This national project has a determined goal of ensuring all the households in the country should have a bank account and access to all the financial services provided by the banks. This is an empirical study that attempts to capture the perception of customers on PMJDY towards operationalization of bank account. The result obtained on multiple regression analysis from the various constructs on operationalization of PMJDY account indicate that advertisement, economic development are most important predictor of the dependent variable whereas bank employee behavior and customer satisfaction have less impact on the operationalization of PMJDY account. The outcome of this research throws some insight to understand the bank customer’s perception towards operationalization of PMJDY account which will be supportive to management practitioners, bank authorities and policy makers to design appropriate marketing strategies.
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