Measuring Customer Satisfaction with Respect to Marketing Strategies of SBBJ : A Case Study of Rajasthan State

Customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategies in a competitive market place where businesses compete for customers. Banks also assess the level of customer satisfaction for formulating their marketing strategies. The most successful marketing strategies are developed only after an organization learns about customer satisfaction. The main objective of the present study is measuring customer satisfaction with respect to marketing strategies (product strategies, Promotion strategies, pricing strategies, and distribution strategies) adopted by the State Bank of Bikaner and Jaipur (SBBJ). For the purpose of the study, 500 customers of SBBJ from seven divisions in Rajasthan state were approached according to numbers of branches in each division. One sample t-test has been conducted to confirm the significance of the customer satisfaction. 21 variables were included in this study. Customers are satisfied or not with marketing strategies of bank were analyzed in this paper. The study further point out that the banking services providers should prepare their marketing strategies on the basis of customer satisfaction.