EVALUATION OF CUSTOMER RELATIONSHIP PRACTICES OF PRIVATE SECTOR BANKS WITH REFERENCE TO WOMEN BENEFICIARIES

Abstract

This study evaluated the customer relationship practices of private sector banks with specific reference to women beneficiaries. It examined how personalized services, responsive customer support, grievance redressal mechanisms, financial literacy initiatives, and tailor-made product offerings influence women’s satisfaction and continued engagement with these banks. Primary data was gathered from a structured questionnaire administered to 100 women customers of selected private sector banks. Statistical measures such as frequency analysis, and Chi Square analysis were applied to analyze responses. Findings revealed that women beneficiaries perceive relationship practices—such as attentive service staff, quick query resolution, and proactive communication—as critical determinants of trust and loyalty. However, challenges like limited outreach, lack of customized financial education, and occasional service delays were noted. The study highlights the need for more gender-sensitive banking strategies to strengthen customer relationships and enhance women’s financial inclusion and empowerment. Implications for policy and bank management are also discussed.