INFLUENCE OF DEMOGRAPHIC VARIABLES ON BANKING SERVICES: A STUDY OF WOMEN CUSTOMERS' SATISFACTION IN PUBLIC SECTOR BANKS, CHENNAI CITY

Service sector is the lifeline for the social and economic growth of a country. Today, it is the fastest and largest growing sector, contributing to a major share in global output and creation of employment opportunities more than other sectors. In the service sector, banking industry plays a critical role in the country’s economy. After the Privatisation policy, the competition for Public Sector banks became high. With a large number of players, customers have a variety of choice. Customers will choose the bank which provides maximum satisfaction and good quality service. This led banks to adopt more customer oriented policies and schemes so as to attract new customers and also to retain their existing customers. So an attempt has been made by the researcher to study the demographic variables that influence the customer satisfaction. The study was conducted only in Public Sector banks of Chennai. The study has been conducted only on the women customers of the banks. The Sample size was 600. Both primary and secondary data were used for the study. The data collected was then statistically analysed with SPSS package by using ANOVA. The findings show the influence of demographic variables on customer satisfaction. This information may be helpful for the banks to increase their customer satisfaction