Post Service Behaviour of Customers of Kerala Gramin Bank

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Anoop K. G, Biju John M,

Abstract

The present study investigates the post service behaviour of the Kerala Gramin Bank customers and its association with various socio-demographic profiles of the customers. Post service behaviour of KGB customers are taken as customers’ trust, perceived value, customer satisfaction, customer retention and word of mouth referrals. The socio-demographic factors of the KGB customers taken as gender, age, educational qualification, occupation, experience with the bank and account in other banks for data analysis. The study found that all post service behaviour factors are moderate level and found a significant association among the various socio-demographic profiles of the bank customers and the level of post service behaviour of KGB customers. In addition to this, the study also assessed the socio-demographic difference among Gramin bank customers regarding the factors of post service behaviour of Kerala Gramin Bank customers.

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