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标题：An Investigating into Customer Satisfaction, Customer Commitment and Customer Trust: A Study in Indian Banking Sector
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作者：Dr. Sandip Ghosh Hazra
期刊名称：Researchers World - Journal of Arts Science & Commerce
印刷版ISSN：2229-4686
电子版ISSN：2229-4686
出版年度：2013
卷号：4
期号：1
页码：96-102
出版社：Educational Research Multimedia & Publication
摘要：Over the decades, customer satisfaction has been used as one of the key construct to predict consumer behaviour and has gained attention. Commitment is recognized as an essential element for successful long-term relationships. Retention of a customer requires the customer to be committed to the relationship. In fact, commitment involves a "moral duty" to cooperate. Previous studies indicate the need for trust is particularly important in service industries and more specifically in the banking sector. The major objectives of the study are to examine the effect of demographic characteristics of customers between public and private sector banks, and the effect of demographic characteristics (education and occupation) of customers on customer satisfaction, customer commitment and customer trust. The data are collected from public sector banks and private sector banks in West Bengal. The survey method has used in this study. Purposive sampling method has used to collect data. Customer satisfaction, customer commitment, and customer trust emerged as a single factor. The results showed significant differences between public and private sector banks with regard to customer satisfaction and customer commitment. Keeping in mind the exploratory nature of the study and the methodology used for the analysis of the data, certain limitations are identified. Based on the limitations, certain suggestions are offered for further research
关键词：Customer satisfaction; Customer commitment; Customer trust; Banking sector. ; var currentpos;timer; function initialize() { timer=setInterval("scrollwindow()";10);} function sc(){clearInterval(timer); }function scrollwindow() { currentpos=document.body.scrollTop; window.scroll(0;++currentpos); if (currentpos != document.body.scrollTop) sc();} document.onmousedown=scdocument.ondblclick=initializeR;R;R;esearchers;esearchers;esearchers;esearchers;W;W;W;orld;orld;orld;orld;Journal of Arts; Science & Commerce ¡ö;E-ISSN 2229-4686 ;¡ö;ISSN 2231-4172;International Refereed Research Journal ¡ö w ww.researchersw orld.com ¡ö Vol.¨CIV; Issue¨C1; January 2013 [97] ;INTRODUCTION: ;The economic liberalisation policies of the Government in 1991; allowed the participation of private sector banks ;through changes in regulation and reducing the barriers to entry in the system. Prior to liberalisation; public sector ;banks have functioned in a sheltered environment characterized by low competition and lower customer orientation. ;The arrival of private banks forced Indian public sector banks to meet the challenge of competition; to pay attention ;to their customers and retain their customer base. Public sector banks are facing increasingly more competition; ;whereas private sector banks are trying to win customer satisfaction; customer commitment and customer trust by ;providing them better quality services. In this study; the demographic characteristics of the customers will be ;measured to examine its relationship with customer satisfaction; customer commitment; and customer trust. ;CUSTOMER SATISFACTION: ;In today's world of fierce competition; customer satisfaction plays an important role for a firm's success and ;survival; where satisfaction refers to an insider perspective; the customers' own experiences of a service; ;where the outcome has been evaluated in terms of the value received (Liljander & Strandvik; 1994). ;CUSTOMER COMMITMENT: ;Commitment is recognized as a necessary element for successful long-term relationships (Anderson & Weitz; 1992; ;Morgan & Hunt; 1994). Moorman; Zaltman and Deshpand¨¦ (1992) have defined commitment as "an enduring ;desire to maintain a valued relationship". To ensure that the customer is committed; a company's strategy should be ;customer-centred; long-term; and based on mutual relationship benefits (Adamson; Chan & Handford; 2003). ;CUSTOMER TRUST: ;Trust has received a great deal of attention in relationship marketing (Ganesan; 1994; Moorman; Deshpand¨¦ ;& Zaltman; 1993). Berry and Parasuraman (1991) found that "customer-company relationship requires ;trust"; where the degree of trust is described as a "fundamental relationship building block" (Wilson; 1995). ;The need for trust is particularly important in service industries and more specifically in the banking sector ;(Brown & Fern; 1981; Murray & Schlacter; 1990). ;OBJECTIVES: ;The major objectives of the study are as follows: ;1. To examine the effect of demographic characteristics of customers between public and private sector banks. ;2. To examine the effect of demographic characteristics (education and occupation) of customers on ;customer satisfaction; customer commitment; and customer trust. ;METHOD: ;SAMPLE: ;Of the 350 questionnaires initially targeted; only 300 usable questionnaires are collected; out of which 160 ;(53 per cent) are from public sector banks; and 140 (47 per cent) from private sector banks. The banks are ;mainly located in West Bengal. The respondents are savings bank account holders; predominantly males (91 ;per cent). Purposive sampling method is use to collect data. Respondents belonged to different education ;levels and occupations. A brief summary of sample characteristics is given (Table 1). ;Table 1: Summary of Sample Characteristics ;Public sector banks Private sector banks ;No. Percentage No. Percentage ;Education ;High School ;17 ;10.62 ;02 ;1.43 ;Intermediate ;15 ;9.37 ;13 ;9.29 ;Graduation ;63 ;39.38 ;89 ;63.57 ;Master's Degree;56;35;31;22.14