Analysing the contribution of the product offerings to the customer satisfaction of co-operative Bank. A case study

Abstract

As the banking industry is evolving the role of cooperative banking needs to be understood more closely. These institutions are pillars of financial stability and inclusiveness. However, since the market is opened it becomes imperative for these banks too to assess customer satisfaction and ensure strong relationship with their existing customers. This research among the current customers of Vishwas cooperative bank highlighted the contribution of product offering to the concept of customer satisfaction especially in the times when being customer centric is considered imperative for being successful in business. Ease of getting loans and to acquire credit facilities from the Bank was the key factor that influenced the customer satisfaction positively.