Relationship Between Availing Retail Banking Products and Customer Satisfaction with Banks’ Functioning Behaviour in Cuddalore Town

Abstract

The purpose of this article is to identify relationship between customers’ availing various retail bankingproducts and their satisfaction with banks’ various functioning behaviour. The present work is mainly based on primary data collected from 500 randomly selected customers of public and private sector banks in and around Cuddalore town. A 15 item scale is used for measuring customer satisfaction and the scale items were found to be internally consistent (Cronbach alpha coefficient = ).To measure the extent of avaialing retail banking products, 20 products were included in the questionnaire. The principal component factor analysis applied on the customer satisfaction data explored four dimensions, viz., problem solving ability of the banks / bank staff, knowledge and behaviour of the employees, location of the bank / convenient working hours and physical facilities in the bank. Application of canonical correlation analysis relating set of customer satisfaction factors and set of retail banking products exposed that the problem solving skill, knowledge and behaviour of the employees and phyiscla facilities available in the bank are the important factor in determining customers’ availing of various retail banking products offered by the banks in Cuddalore region.