A Comparative Study Of Customer Satisfaction Towards Alternative Mode Of Banking Services In Rural And Urban Area Of Satara District

Abstract

For any economic activity, a bank is at the heart to regulate the life line of the activity that is money. Moreover banks play a critical role in even a common man’s life. With changing technology and its application in banking, has led to people regardless of being in business or otherwise to take keen interest in banks and banking practices. The gap between Indian banking and that of the developed countries has now narrowed down dramatically with adoption of technology by Indian banks. The Information Technology (IT) explosion has touched every aspects of life that includes banking. The last two decades have witnessed adoption of disruptive technology in banking that has rendered obsolescence to earlier ways of banking operations. Bank managements are focusing on its customers. Customer satisfaction and customer retention has become the buzzword with bank strategists. The present empirical study focuses on identifying key factors that have influences customers satisfaction in alternative banking service provided by public, private and cooperative sector banks for rural and urban customers. For the purpose of the present study primary data were collected using likert scale based questionnaire.