Alternative Banking Delivery Channels in India and Customer Delight – A Comparison between Public and Private Sector Banks in India

Abstract

The present study focused on identifying the key factors that influenced customer delight, based on various alternative banking delivery channels offered by Public and Private Sector Banks in India. Two separate set of interview schedules with Likert’s five point scale were used for collecting the primary data of 240 customers and 180 officials from Public and Private Sector Banks in Kerala. The study has revealed that there was significant relationship between the knowledge base, usage and level of satisfaction among the customers of Public and Private Sector Banks and also significant relationship was found between the promotional measures adopted, troubles that discouraged customers and challenges faced in implementation of Alternative Banking Delivery Channels among the employees of Public and Private Sector Banks. Major findings of the study was that there was no significant difference between the level of satisfaction of customers using Alternative Banking Delivery Channels in the Public and Private Sector Banks with the conclusion that for customer acquisition, retention and delight, improvement in the quality of service with uninterrupted availability of the Alternative Banking Delivery Channels is the need of the day for which, Indian Banks have miles to go.