Customer Perception and Preferences towards Banking Services in India – A Case Study of Varanasi Region

Abstract

Marketing is an important function of business and viewed as an important instrument for attaining competitive advantage in the field of
services. It is also considered a potent tool for attracting, holding and satisfying customers for the organization offering services. In India,
the banking industry has been experiencing ups and downs for a long. In order to solve these problems and manage the challenges, it is very
much essential for the banks to evolve and implement effective marketing strategies based on a customer-centric approach. This study focuses
on the one of the essential elements of service marketing i.e., Process: Process used in the marketing of banking services, customers’
perception towards this process and suggestive measures to improve the process of delivering the banking services to their customers.
The study is based on primary data gathered with the help of a survey method. Survey has been conducted with the help of a structured
questionnaire. With a view to obtaining opinions and views of customers of different banks, a sample of 100 customers has been taken for
the purpose of gathering information. With different statistical tools such as the weighted average method and ranking, the paper concludes
that most of the customers of banks are moderately satisfied with the service delivery process.