INTRODUCTION

Customer satisfaction in the banking industry plays a vital role to create a healthy
business status being service based industry. In any service based industry customer service is
at highest priority. Customer service can be provided by well trained person in planned
systematic manner or can be provided by means of well planned self – service. In banking
industry customers are more directly linked with the banks’ personnel for any kind of
services or products. Therefore, Banks should always focus on training its front desk staffs to
provide quality service knowing their expectations and wants.

The customers are satisfied if their expectations meet perception.

Customer’s satisfaction is measured at the individual level, but it is almost always

reported at an aggregate level. Customer satisfaction, a term frequently used in marketing is a
measure of how products and services supplied by a company meet or surpass customer
expectation. Today customers are now becoming increasingly conscious of their right and
demanding ever more than before. The recent trends show that most of the banks are shifting
from a ‘product-centric model’ to a Customer-centric model’ since customer satisfaction has
become are of the major.

“Customer satisfaction, business term of how the products and the services supplied
by the company meet or surpass the customer expectation. It is the key performance indicator
within the business”. Customer satisfaction can greatly achieves by imparting Customer
Relationship Management (CRM) in the company. Satisfaction is a person’s feeling of
pleasure or disappointment resulting from companing a product perceived performance in
relation to his or her expectations; the customer is highly satisfied. The key to generating high
customer value customer loyalty is to delivery high customer value for customer –
companies, customer satisfaction by lowering its price or increasing its service, the result
may not reach high profits. The will experience some level of satisfaction or dissatisfaction
after purchasing the product. The marketer’s job does not end when the product is bought but
continues into post purchasing period.
Limitations of the study:

 There may be a bias in collecting the primary data from the customers.
 The study is limited to 80 respondents.
 The study is conducted only in Omalur taluk.

STATEMENT OF THE PROBLEM

In the current competitive world banks have to struggle their might to offer the best of
the customer satisfaction through various innovative strategies in order to service in industry.
Banking industry is passing through a challenging phase. The demonetization policy
introduced by the government has affected the banking industry to a great extent.The banking
sectors facing lot of challenges due to competition, technological developments, changing
customer’s needs and policies of government. In this competitive and fast changing era, it
becomes imperative for a bank to satisfy the needs of the customers. The banks are spending
a lot of time and energy to frame policies about customer satisfaction. The study would stand
as a sincere attempt to evaluate customer satisfaction of SBI in Namakkal district.

SCOPE OF THE STUDY

A study on Customer’s Satisfaction of banking Services in Namakkal town.

 The study covers the following aspects.

 The circumstances leading to opening of an account in the bank.
 The factors influencing the customers while selecting the bank.
 The difficulties experienced by the customers who seek the loan.
 The circumstances, which make the customers, complain.
 The overall ratings of different types of customer service by the customers.
 The problems mainly faced by the customers.

It is felt that the quality of customer service rendered by the bank and customer
satisfaction correlated. The scope of the study is also extended to measure the impact of the
quality of service on satisfaction level of customers.
Area of the Study:

The survey was conducted with customers of SBI in Namakkal District.

Sampling Design:

The study proposes to cover the satisfaction of the customers. As the study based on
customers the samples don’t have criteria and for this purpose convenience sampling is used
for the research.

Data Sources:

The study used both primary data and secondary data. The primary data was collected

through field survey in the study area. First – hand information’s pertaining to the benefit

derived and the various competencies encountered were collected from 80 customers to know

about activities towards project level of satisfaction on various service provided by the bank.

Method of data Collection:

A descriptive research design was adopted for the study. It accounts for both primary
and secondary data. Primary source of data were collected from customers through
structured interview schedule by way of personal interview.

Secondary data were collected from book, journals and Websites.

Sampling Techniques and Size:

Sampling is a technique or method of selection of samples, Convenient sampling

method is used. The researcher has taken 100 samples from customers of SBI in Namakkal
Town.

Sampling Area and Period of the Study:

Tools used:

The primary data were analyzed with the help of percentage analysis.
METHODOLOGY:

The study is based on primary and secondary data. The primary data are collected
through a questionnaire and personal interview from the customer of the banks. The
secondary data were collected from published text books, journals, reports and also online
sources.