Perceptual Differences between Customers and Employees with Respect to Corporate Image of Banks : An Empirical Study

Post-liberalisation, the Indian Banking industry has witnessed major transformations. The globalisation and modernization of the industry, has paved the way for automation and technology interfaces. The structure of the banking industry has completely been redefined and banks have repositioned themselves as one-stop retail outlets for all financial products. In this dynamic and competitive scenario, banks have to not only build but also face stiff competitive pressures to maintain their corporate image. Corporate Image is a major platform on which the banks have to sustain themselves in the long run. The objective of the study is to analyse the customer's opinion about their bank with respect to their orientation towards Corporate Image skills component. Image orientation has been studied not only from the customers' perspective, but also how the same is different from the perceptions of the employees. The study has been conducted across for both nationalized and private sector banks in Indore city taking a sample size of 200 respondents comprising of customers and employees