AStudyofCustomerDelightwithSpecialReferencetoHDFCBankInDelhiAndNCRRegion
Journal Title: International Journal of Scientific Research and Management - Year 2017, Vol 5, Issue 8
Abstract
Todaybusinesseshavebeguntorealizethatsimplysatisfyingcustomersmaynotbeenough,rathertheyshouldstriveforCustomerDelight.Creatingacustomerforlife,requirescompaniestotaketheircustomerstothenextlevel(i.e.CustomerDelight)fromsatisfactiontodelightstate.Companiesneedtoelevatetherelationshipfromcasualtoamoreintimaterelationshipofloyalty.ThepresentresearchaimstoidentifythefactorsofCustomerDelightinHDFCbankandtostudytheassociationofdemographicvariablesonthevariousidentifiedfactorsthatcauseCustomerDelightinHDFCBankinDelhiandNCRusingnon-probabilityconveniencesampling.ThecollecteddatawasanalysedbyusingcorrelationandmultipleregressiontotracethefactorsthatmotivatedcustomerstoremainwiththebankormakethemdelightedandtofurtherstudytheassociationofdemographicvariablesonfactorsaffectingCustomerDelightChi-squaretestwasused.ThekeyfindingsofthestudywerethatthemostimportantfactorswhichhelptobuildtheCustomerDelightinHDFCBankaretheTangiblesandAssuranceofferedbytheBank.Incontrast,customersfeltleastdelightedwiththepriceoftheservicesinwhichthebankchargescertainamountonaccountmaintenance.Themainlimitationofthisstudyisthatithasnotbeenabletocoverconsumersbelongingtotherural/semiurbanbranchofHDFCBankandhencemaynotbeatruereflectionofallthecustomersofHDFCBank.
Authors and Affiliations
Dr. Gayatri Chopra
Keywords
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