The Impact of Brand on Customer Satisfaction on the Indian Banking Industry

Author: Kumar, Vishal & Agarwal, Nisha

Abstract:
In today extremely competitive market, an Indian customer behaves as the largest potential for the Indian Banking sector. In the recent few years, we have noticed that Indian banks have been more concerned of their brands and have begun to distinguish, preserve and take care of their brands in the market. Branding in India is a challenging Job as we have to deal with the huge number of consumers growing from the various sets of groups, cultures, life styles, etc. The customer acts as a feedback opportunity to the bank by using the services of their bank. Competition in the banking sector has made the effect of bank brand image on customer attitudes and behaviours more important. Bank brands are increasingly becoming one of the most critical differentiators and determinants of success in today banking sector. The aim of this study is to examine the relationship between consumer satisfactions and the brand image of a commercial bank. The ANOVA, Pearson correlation and regression results show that there is a significant relation among brand image and consumer satisfaction.

Keywords: Customer satisfaction, Banking Services, Loyalty, Banking Industry, Brand.

DOI:

International Journal of Trade & Commerce (Vol: 11 Issue:1)