Identifying Customers Expectations from Retail Bankers at Delhi and NCR

Abstract

Over the last few years, the financial services market has seen a proliferation of new players. Customers have increased expectations of being offered the right products, at the right time and for the right reasons. Demographics and affluence have always been the backbone of segmentation tools, but is this may still be insufficient to meet the challenges that today s marketers face. newlineUnderstanding customer expectations is an important and essential issue in the field of services marketing. Researcher and practitioner need to know the factors that would particularly affect the desired and adequate service level of customer expectations. The customer expectation is played out in the service encounter giving rise to customer satisfaction. newlineService quality is required to be first measured in order to improve the quality in a service organization. Practitioners and academics are eager on measuring service quality accurately in order to have better understanding of its indispensable antecedent and consequences, and eventually ascertain methods for improving and measuring service quality in search for competitive advantage. The aim of this study is to rank the dimensions of service quality that affect the customers expectation newlineThe attitudinal dimension measurement as the research tool used here will assist marketers to understand what motivates their customers to purchase, and to develop products and communication strategies accordingly. The value dimension enables marketers to maximise return on investment by concentrating cross- and up-sell activity on those customers who are most likely to purchase and therefore represent the greatest future potential to the business. newline