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Customers’ Demographic Profile and its Association with Service Responsiveness Perception: A Study of State Bank of India

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Quality is the prime concern of customers’ today. Banking industry has undergone rapid reforms in last decade due to advent of technology. In order to satisfy and retain demanding customers the banks must sharpen their marketing and research skills. The banking firms must respond to the change taking place in the business environment by innovating the strategies. Development of innovative marketing strategies requires appropriate understating of factors that can influence the perception of customers about the quality of service. The demographical factors of customers cannot be ignored for this purpose. This study examines, in particular, the demographic characteristics of customer and their association with perception of service responsiveness.  In this study, various hypotheses have been framed and tested to discover the key areas of customer satisfaction and dissatisfaction.

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