Study of Demographic Influence on Customer Satisfaction towards Banking Services among Residents of Gwalior City

Pankaj Mishra

Abstract: With a population of over 1 billion, today India is one of the fastest growing economies in the world. The Indian banking sector has been playing a significant and vital role in the growth of economy. Growing consumer base as well as strong fundamentals of banking practices has been able to stimulate the contribution of banks in countrys economy. The growth in banking sector is largely dependent upon the trust that customers put in banks and is highly derived by the satisfaction that the banks provide to these customers. Therefore a constant assessment of customer satisfaction is essential for the banks, which many a time, in turn, is influenced by various external factors, especially the demographic factors related to the consumer population. This research paper attempts to study the demographic factors and their influence on the customer satisfaction towards banking services in Gwalior city. The outcome of this study will provide insight into the differences in customer satisfaction that may be brought about by the demographic background of customers and will help the stakeholders to comprehend the underlining importance of demographic variables in the process of assessing customer satisfaction.

Keywords: Services, Banking, Customer satisfaction, Demographic factors, Demographic influence