Customer Attitude Towards Banking Services: A Special Reference to Udangudi Area

Abstract

This study examines customer attitudes toward banking services in the Udangudi 
region. As banking and digital services continue to expand, it is crucial to understand 
customer feedback to enhance satisfaction and foster loyalty. Data were collected 
from 94 participants through structured questionnaires, concentrating on key factors 
such as service quality, accessibility, and staff behaviour. The analysis revealed that 
both service quality and staff behaviour significantly impact customer attitudes, with 
high satisfaction levels reported for account services and digital banking offerings. 
Nevertheless, customers identified challenges, including prolonged wait times and 
slow service, as well as a need for improved digital literacy. The study found a robust 
positive correlation between service quality and customer satisfaction, and a trend 
indicating that individuals with higher educational attainment are more likely to 
engage in digital banking. To improve the customer experience, the study 
recommends enhancing service efficiency, investing in staff training, increasing 
accessibility, promoting digital literacy initiatives, and establishing effective 
mechanisms for feedback. This research provides valuable insights into customer 
expectations within semi-urban areas and offers practical recommendations for 
banking institutions in Udangudi.