“A STUDY TO EVALUATE THE BANKING SERVICES PROVIDED TO SME CUSTOMERS IN COIMBATORE”

Commerce,

The primary objective of the this research is to evaluate the banking services provided to small and medium enterprises (SME) customers in Coimbatore. The primary objectives is achieved through finding out the new product requirements of SME customers, customer satisfaction level and marketing effectiveness of banks at Coimbatore.The descriptive research is used by the researcher. The sampling technique that was adopted for the study was convenience sampling a type of non-probability sampling. The primary data was collected through the interview method using a structured questionnaire. The sample size was hundred, to get the results of the researcher the data are analysed using statistical tools like percentage analysis, chi-square test and weighted average analysis. Some respondents’ unwillingness to answer the question is the difficulty faced while collecting the data the study reveals that majority satisfied about the banking services in Coimbatore. ICICI marketing effectiveness is high in Coimbatore.The use of interest banking in low the customer satisfaction level in the current account of ICICI bank is high compared to other banks.The customers also want introduction of need based new products. Suggestion and recommendation are made to increase the current level of performance by the banks.

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.