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| Article Name : | | | A STUDY OF CUSTOMERS' ACUITY TOWARDS THE BANKING SERVICES PROVIDED BY CO-OPERATIVE BANKS | | Author Name : | | | Madhulika Gupta | | Publisher : | | | Ashok Yakkaldevi | | Article Series No. : | | | GRT-3699 | | Article URL : | |  | Author Profile View PDF In browser | | Abstract : | | | A customer chooses his Bank not merely on economic or psychological considerations, but also due to influences through 'word of mouth' by his own circle of friends and associates. It is, therefore, advisable for Co-operative Banks to work on their present clients to secure new ones through personal recommendations. It should be the constant endeavor of the Banks to study the needs of the population in their areas and devise appropriate schemes to cater to them. They have to be courteous and appreciative of customers' aspirations and view-points. They have to build-up goodwill and create utility for the services provided by the Banks. In short, there is need for a humanized Banking system. The services rendered by the Bank in multiplicity of ways have direct or indirect impact on the procurement of funds and their utilization. This paper has made concern to evaluate the Banking services provided by Co-operative Banks, from the point of view of customers' utility elevation. | | Keywords : | | |
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