STUDY ON FACTORS AFFECTING CUSTOMER CHOICE OF RETAIL BANKING IN INDIA

This study attempts to analyze the factors that affect the choice of customers inchoosing the retail banks by the customers. The study involves a survey of 150 bankcustomers using questionnaire as the research instrument. In the study, I have tried toidentify various factors and also analyze as to which of these factors exert the greatest,moderate, and relatively lower influence as choice criteria. factors that could beidentified, approximately in the order of their importance, are (1) Safety of Deposits (2)Security of Environment (3) Cordiality of Staff (4) Accuracy (5) Product Packing (6)General Service Quality (7) Size and strength (8) Advertisement and Publicity (9)Friendship with Staff (10) Face lift (11) Proximity (12) Price and Service Charges (13)Speed of Delivery (14) Peer Group Impression (15) General Group Impression as per theMean score technique. According to the findings, based on the empirical study, the threefactors exert the greatest influence, next six have moderate importance, and the rest sixhave relatively lower influence.