The Branding Strategies Used by Different Banks for Better Customer Satisfaction: With Reference to NRI Deposits
Abstract
Customer satisfaction is an elusive area especially in service sector since offerings are intangible. In fact, it has been said that intangibility is the key to determining whether or not an offering is a service or a product. Customer satisfaction is the sum total of the customer expression of the service quality. What goes into making of service quality is important for the survival of the business itself and this can be identified only by diligent research backing. The survival of business has direct correlation with the satisfaction of the customer. Customer satisfaction, which is attributed to the conduct of business, has certain specific dimensions.