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Journal of Emerging Technologies and Business Management

Abstract

Sustained growth of service business hugely depends upon the level of satisfaction of its customers. After liberalization of Indian economy, the market dynamics of Indian banking industry changed significantly. 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: Researches (Rai, 2009) found that many of the initiatives of banks did not result into what they had planned for. A stocktaking of the satisfaction of customers of the banks thus becomes imperative. Many of the commonly used methods of assessing Customer Satisfaction have been identifying the overall level of satisfaction but have not delivered insights much of significance as they do not provide specific direction to the firms for its eflorts. The present study uses Kano model to evaluate the level of satisfaction of bank customers and the relative significance of diflerent parameters of satisfaction in terms of their contribution to overall satisfaction. Customer Satisfaction portfolio method classifies the satisfaction contributors based on their utility in ascertaining the final level of customer satisfaction of the bank. The study is a case study of the largest Public Sector Bank of India i. e. State Bank of India.

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