Service Marketing:Measuring Customers' Gratification

Banks are closely related to our daily life and activities. Getting wages, paying bills, buying houses, building up savings, and getting loans are all related to transactions with banks. Businesses also rely on the banking system to settle their transactions and meet other financial needs. The Pillars of Traditional Banking System are Deposits & Loans. Whereas Virtual Banking can be able to access readily from anywhere at any time. The research was made to identify the customers' gratification towards the usage of both traditional and virtual banking services. As well as to encourage people to switch on virtual banking, as the future is focused on Technology-Based Digital mode.

Autorentext

I, Dr.Anitha Devaraj, a fervent researcher in the field of Commerce have done this research in an absolute manner. This is my Doctorate Research work done in PSG CAS during the year 2015-2020. Currently, I'm working as Assistant Professor in Commerce, PSG CAS, Coimbatore, India. I wish to dedicate my work to Almighty God, My Family & Well Wishers.