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Analytical study on the role of relationship marketing and customer satisfaction on customer loyalty with special reference to The private bank in prayagraj

Author: 
Pratibha Singh and Dr. Deva Raj Badugu
Subject Area: 
Social Sciences and Humanities
Abstract: 

The study seeks to analyze the important role of customer satisfaction in maintaining and enhancing the relationship between customer value and customer loyalty. The study documented and reviewed the private bank (HDFC, AXIS and ICICI). The research design used was a descriptive research approach which essentially presents and describes quantitatively analyze these private banks. Questionnaires were designed and administered to customers of these three banks. The target population of study was the customers in theses bank. Purposive and random sampling method was used in selecting the sample size of 50 customers. From the study, the respondents respond towards the overall satisfaction on these three banks and the facilities they provide, out of total of 150 respondents representing 100 per cent, 3 of total were dissatisfied, HDFC 1, AXIS1, ICICI 1, representing 33.3%, 33.3% and 33.3% respectively and 6 of total were room for improvement, HDFC 2, AXIS 2, ICICI 2, representing 33.3%, 33.3% and 33.3% respectively. 19 of total were satisfactory, HDFC 1, AXIS 7, ICICI 11, representing 5.3%, 36.8% and 57.9% respectively. 79 of total were highly satisfied, HDFC 36, AXIS 31, ICICI 12, representing 45.6%, 39.2% and 15.2% respectively and 43 of total were delighted, HDFC 3, AXIS 6, ICICI 24, representing 9.1%, 18.2% and 72.7% respectively. From this analysis, it can be concluded that, majority of the respondents have responded as highly satisfied on the overall satisfaction towards the bank and the facilities provided. Based on the findings, I recommended that management should continue to make sure customers need are always met on time in order to maintain their relationship with them and as they do so it led to customer satisfaction.

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