Towards Excellence

(ISSN No. 0974-035X)
(An indexed refereed & peer-reviewed journal of higher education)
UGC-MALAVIYA MISSION TEACHER TRAINING CENTRE GUJARAT UNIVERSITY

RELATIONSHIP OF CUSTOMER SATISFACTION AND CUSTOMER LOYALTY IN ONLINE BANKING CONSUMERS IN GUJARAT, INDIA.

Authors:

J. M. Badiyani

Abstract:

Online banking is growing in the world and India. This paper examines the relationship of customer satisfaction and customer loyalty among online banking customers in Gujarat state of India. Customer satisfaction and customer loyalty is measured on the basis of several factors affecting online banking customers. A sample of 281 customers through convenience sampling method was surveyed using structured questionnaire. The analysis is done using descriptive analysis, pearson correlation coefficient, regression analysis, t test and ANOVA test.  Positive correlation is found using pearson correlation method and regression model is formed. Comparing various demographic groups like gender, age, education and income, significant difference is found in customer satisfaction between male and female and among few income groups. For formulating marketing strategies, further research is required but, the research has thrown light on relationship and demographic group comparisons.

Keywords:

online banking, customer satisfaction, customer loyalty, demographic groups, correlation, regression.

Vol & Issue:

VOL.14, ISSUE No.1, March 2022