A to receive the voice of the customer,



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Customers’ attitudes are dynamic. First of all, with the developing relationship between customer and Cooperative banks, products and services will change and automatically it changes his/her attitude towards Cooperative banks. In order to understand differing customer attitude towards Cooperative banks, the most basic objective of the customer satisfaction surveying programme is to generate valid and consistent customer feedback (i.e.), to receive the voice of the customer, which can then be used to initiate strategies that will retain customers and thus protect the most valuable Cooperative bank asset-loyal customers.
Cooperative bank’s customers own experiences – each time they experience a product or service, deciding whether that experience is great, neutral or terrible. These are known as “moments of truth.”
The experiences of other banks customers – each time they hear something about the Cooperative banks, whether it’s great, neutral or terrible. This is known as “word-of-mouth”.
There is obviously a strong connection between these two inputs. An exceptional experience leads to strong word-of-mouth recommendations. Strong recommendations influence the experience of the customer and successful Cooperative banks have capitalized on that link.
Banking business has done wonders for the global economy. The simple looking method of accepting money deposits from savers and then lending the same money to borrowers, banking activity encourages the flow of money to productive use and investments. This in turn allows the economy to grow. In the absence of banking business, savings would sit idle in our homes, the entrepreneurs would not be in a position to raise the money, ordinary people dreaming for a new car or house would not be able to purchase cars or houses. The government of India started the
Cooperative movement of India in 1904. Then the government therefore decided to develop the Cooperatives as the institutional agency to tackle the problem of usury and rural indebtedness, which has become a curse for population. In such a situation Cooperative banks operate as a balancing centre. At present there are several Cooperative banks which are performing multipurpose functions of financial, administrative, supervisory and development in nature of expansion and development of Cooperative credit system. In brief, the Cooperative banks have to act as a friend, philosopher and guide to entire Cooperative structure.
Cooperative banks are small-sized units organized in the
Cooperative sector which operate both in urban and non-urban regions. These banks are traditionally centered on communities, localities and work place groups and they essentially lend to small borrowers and business. The term Urban Cooperative Banks (UCBs), though not formally defined, refers to primary Cooperative banks located in urban and semi-urban areas.
These banks, until 1996, could only lend for non-agricultural purposes. As at end-March 2011, there were 1,645 UCBs operating in the country, of which majority were non-scheduled UCBs. Moreover, while majority of the UCBs were operating within a single State, there were 42 UCBs having operations in more than one State. However, today this limitation is no longer prevalent. While the Cooperative banks in rural areas mainly finance agricultural based activities including farming, cattle, milk, hatchery, personal finance, etc. along with some small scale industries and self-employment driven activities, the Cooperative banks in urban areas mainly finance various categories of people for self-employment, industries, small scale units and home finance.
These banks provide most services such as savings and current accounts, safe deposit lockers, loan or mortgages to private and business customers. For middle class users, for whom a bank is where they can save their money, facilities like Internet banking or phone banking is not very important. Although they are not better than private banks in terms of facilities provided, their interest rates are definitely competitive. However, unlike private banks, the documentation process is lengthy if not stringent and getting a loan approved quickly is rather difficult. The criteria for getting a loan from a UCB are less stringent than for a loan from a commercial bank.
The Indian Banking sector has undergone a sea change during the last decade with the accomplishment of enduring transformation with respect to technology. Over the years, Cooperative banks have become more efficient in providing customer services and satisfaction through technology advancements. The technology development in the bank creates an opportunity for a banker to develop new products.
Computer technology and telecommunications make it possible to provide national and international online service out of a central location to serve customers, who require information and seek to resolve problems. At the same time, technology is creating opportunities for real time feedback from the customers. In that setting, customer service relationship built in face-to-face transactions. Today’s technology can recreate the conversation between the banker and customers. Growing customers’ demands for better services and higher satisfaction levels have been the prime drive for Cooperative banks to embrace information technology. Cooperative banks not have to offer service like Anywhere, Anytime, Anyhow-banking. New generation customer of this bank demand quick and efficient services.
Customers in Cooperative banks face many problems. For instance not wide range of products and services, lack of a positive attitude and willingness to serve the customers, lack of patience and proper guidance to all services and customers feels lack of safe in their transaction with the bank due to security factor. Due to intense competition and heavy work pressure, customers are facing problems. In this context it is necessary to study on customers’ attitude towards Cooperative banks in Madurai district.
The changing competition scenario mandated the Cooperative banks to focus on providing satisfaction to the customers. Due to rapid change in technology and the entry of private sector and foreign banks a number of new products, service and delivery channels have been introduced. New private sector banks have adopted newer technology and targeted niche markets while they have a highest proportion of non-interest income in their net profit. The customers are facing a lot of problems in the Cooperative banks such as inconvenient location of the Cooperative banks, lack of individual attention, lack of customer enquiries immediately, lack of resolving problems quickly, insufficient parking facilities, not solving verbal complaints immediately by the managers, poor service and lack of transparent environment. Customers are widely aware of their grated power, which raises their expectation on how Cooperative banks should care for them.
Today it is more perceived experience a customer makes in his various interactions with Cooperative banks (e.g. how fast, easy, efficient, and reliable the process is) that can make or break the relationship between customers and Cooperative banks, problems during a single transaction can damage which so far favorable customer attitude.
The consequence for Cooperative banks is that they have to adopt their ways of competing for customers. Cooperative banks have focused their efforts of managing customer attitude and challenges on issue like customer satisfaction.
The important point here in the involvement of feelings, emotions of the customers. In today’s competitive market place, these attitudes are becoming much more important for gaining sustainable competitive advantage to the Cooperative banks.
The researcher will be study the customers’ attitude towards Cooperative banks in Madurai District from the point of view of customer attitude. The study has been under taken mainly to analyse the level of customer attitude, the impact of Cooperative banking services on customer satisfaction and identifying the dimensions of customers of attitude towards Cooperative banking services in Madurai district.

The study has been undertaken with the following objectives:
1. To study the socio-economic background of the customers and level of attitude towards Cooperative banks in Madurai district
2. To discuss the components that measures the impact of Cooperative banking services on customer satisfaction in Madurai district
3. To analyse the impact factors with level of satisfaction of the customers
4. To evaluate the expected level of satisfaction of the customers on products and services in Cooperative banks
5. To identify and measure the dimensions of attitude of customers towards Cooperative banking services and
6. To offer suggestions based on the findings of the study.
A research in any field is an investigation of the unknown factor based on the known factors. Any research study requires an appropriate methodology. This methodology section deals with the research techniques and the methods followed by the researcher in the collection and analysis of data. The researcher has followed this methodology to carry out the proposed study.
Madurai district comprises 7 taluks. For the purposes of collecting primary data, taluk-wise lists of customers to be obtained from the Madurai District Central Cooperative Bank Ltd in Madurai. 340 sample customers will be randomly selected from all taluks in Madurai district by proportionately.
The study is an analytical one and both primary and secondary data. The secondary data to be collected from the publications, documents, annual report published by Cooperative banks, credit plans published by the NABARD, the Reserve Bank of India’s publications, Government publications, books, journals, news papers and website.
On the basis of the information gathered, a well designed pre-tested interview schedule will be drafted and used in the field survey to collect primary data. Before undertaking the main survey, a tentative interview schedule will be prepare and administered to 30 customers in order to test the validity of the interview schedule. It facilitated the removal of the ‘non-response’ and unwanted questions are modified and final schedule will be prepare on this basis.
The selected customer will be contact in person and the objectives of the study were clearly explained to them and their cooperation will be ensure. The details regarding the general categories of the sample customers, their family characteristics, income, savings debt, customers attitude towards Cooperative banks, impact of Cooperative banking services on customer satisfaction and identifying what are the factors that influence the customers of the attitude towards Cooperative banking services and the like relating to the overall objectives of the study will be collect from the sample customers through the direct personal interview method.

The level of customers of the attitude is grouped into three categories namely high level, medium level and low level for analytical purpose. The level of attitude will be determined by the score values calculated for using the scaling technique, which the score values ? ( + S.D) and score values ? ( – S.D) have been classified respectively as the high level of attitude and low level of attitude, the score values in between ? ( + S.D) – ( – S.D) have been classified the medium level of attitude of the customers. X and S.D. being the arithmetic mean and standard deviation calculated from the score values of 340 customers.
In order to examine the relationship between the socio-economic background and level of attitude for Chi-square test will be applied.
In order to analyse the impact of Cooperative banking service on customer satisfaction for liker is 5 points scale will be apply
For the purpose of analysis, the researcher will be identify 12 components to measures the impact of Cooperative banking services. As there is no readymade scale to measure the satisfaction of customers towards Cooperative banking services, a scale named “Customer Satisfaction Scale” will be developed on the basis of the scores awarded to the 12 components.
The responses will be obtained from the sample customers towards Cooperative banks in five aspects for each variable. The responses observed for each variable will be scored. To secure the total feedback score of the customers, five points will be given for ‘highly satisfied’, four points for ‘satisfied’, three points will be given for ‘not satisfied’, two points for ‘dissatisfied’ and one point for highly dissatisfied responses.
In order to analyse the expected level of satisfaction of the customer on various products and services to be provided by the Cooperative bank will be analysed through average score and’t’ test will be carried out.
Multiple regression analysis will be used for performance of Cooperative banks mainly to identify the percentage of influence of each of the components over the satisfaction of the customers.
In order to identify the factors which are really influencing the customers’ attitude towards Cooperative banking services, factor analysis will be used.
For testing the sampling adequacy before extracting the factors, to test the appropriateness of the factor model, Barlett’s test of sphericity will be used to test the null hypothesis that the variables are inter-correlated in populations. The test satisfies the sphericity is based on Chi-square transportations of the determinant of the correlation matrix.
Kaiser – Meyer Oklin (KMO) test of sampling adequacy is another useful tool to be use.
In order to study the relationship between high, medium and low level attitude of the customers in Cooperative banks, Spearmen’s rank correlation Co-efficient will be computed.
The linear multiple regression equation will be fitted with each of the latent factors identified as responsible for customers of the attitude towards Cooperative banks. The regression equation used for the is present study.
The report of the present study will be organized and presented in seven chapters. They are:
Chapter I deal with introduction about the study, design of the study.
Chapter II attempts to review the earlier studies in relation to Cooperative banks and customers of the attitude towards Cooperative banks. Further, it describes the methodology adopted including the choice of the study area, the sample design, the collection of data, period of the study, tools of analysis and includes general profile of Madurai district.
Chapter III deals with overview on Cooperative banks in terms of historical roots of Cooperative banks in India, Cooperative movement in India, Cooperative banking in India, Characteristics of Urban Cooperative Banking in India, reforms in banking sector, challenges for Urban Cooperative Banks, performance measurement of Cooperative banks, role of the Urban Cooperative Banks in Indian banking system, evaluation of the role of Urban Cooperative Banking and problems and prospects of Urban Cooperative Banks.
Chapter IV Will analyses the socio-economic background of the customers and level of attitude towards Cooperative banks in Madurai district.
Chapter V Will discussed the impact of Cooperative banking services on customer satisfaction in Madurai district.
Chapter VI deals with identifying and analyzing the dimensions of customers of attitude towards Cooperative banking services in Madurai district.
Chapter VII Will presents the summary of findings, suggestion and the conclusion based on the findings.

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