Customers Perceptions toward Behavioral Skills of Bank Employees in Indore

The banking sector is an important contributor to the service economy of the country. With privatisation in the last decade, several Indian private banks and foreign banks are making a mark in the banking scene. Attracting customers from new customer segments, will only help banks in exploring new segments. In this competitive scenario, it has become highly crucial for the banks to lay emphasis on both attracting new customers and retaining the existing customers. Behavioral skills is a critical area of relationship marketing that requires focus from the perspective of marketer. The objective of the study is to analyse the customer's opinion about their bank with respect to the behavioural skills component and how the same is different from the perceptions of the employees. The perceptions of customers and employees have been found to be highly different for the behavioural skills. Both public sector banks and private sector banks have been covered for this study. The study was primarily conducted in Indore city taking a sample size of 200 respondents comprising of customers and employees