Srusti Management Review (Jun 2012)
Assessing Customers Satisfaction through Customer Satisfaction Portfolio
Abstract
Sustained growth of service business hugely depends upon the level of satisfaction of its customers. Indian Banking Industry is no exception to this phenomenon. After Liberalisation of Indian Banking Industry, many New Private Sector Banks (NPSBs) changed their forms and became proactive. Their activity changed the market dynamics of the industry. The resultant was the empowerment of the customers and hence came the realization on part of the banks to give superior care for the satisfaction of the customer. It is worth mentioning that many of the initiatives taken by the banks did not result into what they had planned for (Rai, 2009). A stocktaking of the satisfaction of customers of the banks thus becomes imperative. The study uses Kano model to evaluate the level of Satisfaction of customers as it delivers greater significance to the bank over other commonly used scales as SERVQUAL, SERVPERF and Banking Service Quality Scale (BSQ). The study not just aims to identify the level of Satisfaction of the bank customers but also the relative significance of different parameters of satisfaction in terms of their contribution to overall satisfaction.
