Summary |
The book aims at providing better understanding of the customers’ needs, which will help in designing a better marketing strategy to retain existing customers and attracting new customers. The study is a unique one, as no such study has been done earlier on customers of the banks in Orissa. The main objective of the present study is to understand the banking behavior of customers of Orissa. The study is mainly based on field survey and is exploratory in nature. The sources of data are mainly primary. Data are collected through three tailor-made questionnaires, i.e., customer survey, Banker survey and Servqual, with a view to measure the perceptions about the quality of service delivered to the customers.
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