Volume 18, No. 6, 2021
THE IMPACT OF SERVICE CHARGES PERCEPTION ON SERVICE UTILIZATION – WITH A FOCUS ON PUBLIC SECTOR BANKS IN THRISSUR DISTRICT- KERALA
P. R. Jeyalakshmi , A. S. Lakshmi Rani
Abstract
In the financial industry, customer service is extremely important. In India, the banking system is unquestionably one of the most important means of delivering financial services, and it also serves as an efficient avenue for doing so. Service charges are one of the most important variables to consider when evaluating the Bank's performance. The study focuses on the customers' perceptions of service costs charged by public sector banks. More number of private banks made a difference in the landscape of banking sector by the nature of their operating and promotional efforts. As private payment apps and private banks become more competitive, studying about customers' perceptions of service prices is critical to understanding how they use services. This research is both descriptive and analytical. Both primary and secondary data are used in this study. The sampling method used for the study purpose was stratified random sampling. The respondents are customers of the Bank. Based on secondary sources received from the banks, the Bank with more branches in the Thrissur District was taken for study purposes. The primary data is gathered from 97 Bank customers using a structured questionnaire. The questionnaire was created to collect information. It was divided into two parts: Part A was used to collect personal and demographic information, and Part B was used to make a five-dimensional statement about how customers felt about bank service charges. The collected data were analyzed by Kruskal Wallis test using SPSS software. The result shows that there is a strong relationship between the customers’ perception and service utilization. . This research could assist banks in focusing on consistency. To accomplish so, the researcher will conduct a customer study and utilize the results to recommend acceptable techniques for better managing services and their associated costs. Furthermore, the researcher seeks to determine how customer perception levels influence customers' usage of services.
Pages: 7479-7488
Keywords: Service charges, banking sector, pricing dimensions, customers’ perception, service utility.