Customer’s Perception towards Services of the Selected Banking Sector in South Indian District

The present study aims to determine the factors which constitute customers’ perception towards services of the selected banking sector in south Indian district. Banking has become a vital instrument in the economic development of the country. Banks are basically human organisation. They employ large number of people in the society so as to fulfil their own organisational and national objectives. The perception is the formed as a result of interpreting the experience. There is a growing interest in understanding the users’ experience as it is observed as a larger concept than user satisfaction. The digital era has opened up the door for more banking players to enter the financial field. Owing to this, the public and private sector banks have attempted more competition for finding their growth and to sustain the brand in the market. Challenges in marketing of financial services come in many forms and pose significant hurdles for public and private sector banks. The reason of the study explores the factors influencing the customers’ perception towards services offered by the selected banks and to study socio-economic profile of the selected customers of banks in south Indian district. The research design used in this study is descriptive research design. The customers’ perception towards services of the selected banking sector in south Indian district is analyzed by using the statistical tools like Correlation and Multiple Regression Analysis. The results may help the banking sectors to understand about the factors that influence the customers’ preferences towards services of the selected banking sector in south Indian district.