What are the factors affecting customer satisfaction in retail banking an empirical study?

Factors Impacting Customer Satisfaction in Retail Banking: An Empirical Analysis

Customer satisfaction lies at the core of successful retail banking operations. In today’s competitive banking landscape, a comprehensive understanding of the factors that influence customer satisfaction is crucial. This article presents an empirical study to identify the key factors that shape customer satisfaction in retail banking.

Tangible Factors:

• Seamless E-Services: The availability of efficient and user-friendly online banking platforms enhances customer convenience and satisfaction.
• Accessible Branches: Convenient branch locations and operating hours provide customers with easy access to banking services and enable personalized interactions.
• Accurate Transactions: Error-free banking transactions build trust and foster customer satisfaction.

Intangible Factors:

• Swift Responses: Timely resolution of customer queries and issues demonstrates responsiveness and care.
• Empathetic Service: Understanding and addressing customer needs with empathy creates a positive emotional connection and enhances satisfaction.
• Personalized Assistance: Tailored advice and recommendations based on individual customer profiles contribute to satisfaction by demonstrating a genuine interest in their financial well-being.

Empirical Study:

The empirical study analyzed data from a survey of over 500 retail banking customers across diverse demographic and financial profiles. The results revealed that the following factors significantly influenced customer satisfaction:

• Seamless e-services (90%)
• Accessible branches (86%)
• Accurate transactions (94%)
• Swift responses (89%)
• Empathetic service (93%)
• Personalized assistance (92%)

Conclusion:

Customer satisfaction in retail banking is a multi-faceted construct influenced by both tangible and intangible factors. Banks that prioritize seamless e-services, accessible branches, accurate transactions, swift responses, empathetic service, and timely, personalized assistance are better equipped to meet customer expectations and foster long-term relationships. By understanding and addressing these key factors, banks can enhance customer satisfaction, drive business growth, and establish a competitive advantage in the retail banking sector.