Evaluation of Alternative Banking Services Amongst Farmers

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The present study indicates that Brand perception is really good in public sector banks and not so in case of private sector banks as customer has great trust and reliability in government organization. ATM , KCC (KISAN CREDIT CARD) facilities give much relief and thus considered as highly satisfied mode according to the customers requirement in public sector banks .Customer Awareness , Perceived usefulness and Security Concern are the major factor which act as driving force in influencing people to adopt alternative banking. Customer satisfaction are the most important and focused area in the banking industries. All dimensions of service quality are positively affecting on customer satisfaction. Hence we finalized 13 dimensions of alternative banking services quality as determinants of customer satisfaction that will be further categorized in to four factor. So that in our study four major factor we have identified. When we calculate overall customer satisfaction we need more emphasis on service level, Trust level, usefulness of services and behavior of bank employee.


Ankur Saxena


Dr. Saxena has 9 years experience in teaching and research. He has specialized in Agriculture Marketing. His areas of interest is Agribusiness. He has worked as a Post Doctoral Fellow at CABM, GBPUA&T, Pantnagar. Presently he is working as a Business Manager in Agribusiness Incubation Centre at ICAR-Indian Veterinary Research Institute, Izatnagar.


Nirdesh Singh


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Publishing House:

LAP LAMBERT Academic Publishing


Alternative Banking Services, Customer satisfaction, Public Sector Banks, private sector banks, Customer Awareness

Product category:

BUSINESS & ECONOMICS / Production & Operations Management