Customer satisfaction and retention of private sector banks

With special refernce banks in kumaon region

the banking industry is highly competitive with banks, not only competiting among each other but also with non banks and other financial institutions.

Most bank product development are easy to duplicate and when bank provides nearly identical services they can only distinguish themselves on the basis of price and quality.

Therefore, customer retention is potentially an effective tool that banks can use to gain strategic advantage & survive in today’s ever increasing banking competitive environment

Basically kumaon bank have non kumaon owners & is not diversified in terms of product and services they offer, so we find that private sector bank has reached the maturity phase of PLC. So it carries a danger of creating a downward spiral of perpetual price discounting and fighting for customer share.

the argument for customer retention is relatively straight forward. So it is more economical to keep customer than to accquire new ones.

Review of literature

1. Colgate et al 1996; Reichheld & sasser1990: startic:et al 1994customer retention gives benefit to an organisationfor ex. The longer the customer stays with an organisation the more utility the customer generates. This is an outcome of no. of factors relating to the time customer spends with with the organisaton

2. Rust & Zahorik(1993) argue that the financial implication of attracting new customers may be five time as costly as keeping existing customer.cost of customer retention activities are less than the cost of acquiring a new customers

3. Beckett et all(2000) draw a tentative conclusions as to why customers appear to remain loyal to the same service provider, even though in many instances they hold less favourable views towards these sevice providers.

Many customer apper to perceive a little differentiation b/w service provider

Customers appear to be motivated by convenience

High switching cost in terms of potential sacrifies and effort involved

Hypothesis

• H0: customer satisfaction has a positve impact on customer retention

• H1: there is no coordination between customer satisfaction and customer retention

Methodology and data collection

• Sample: resident of haldwani and nainital• Source of data collection- primary• Type of data collection – questionnaire• Correspondence through- email• Scaling technique- 5 point likert scale

where1= strongly disagree

3= neither disagree nor agree

5= strongly agree• Sampling procedure- based on recommendations of

malhotra(1999) & proctor(1997)

• source of data: name, address and email address drawn form bsnl bband internet user register form bsnl office haldwani.

• Sample size: n-1920 , was computed & a skip interval of 73 was calculated from 140462 email listing.

response rate= 28% around 514 useable surveys were returned

Result and discussion