Customer Satisfaction and Retention Based on Demographic Characteristics -A Study among the Customers of Commercial Bank

(This study examines how demographic variables—such as age, income, occupation, education, gender, and geographic location influences customer acquisition and retention.Banks that integrate such insights into the design and marketing of deposit, loan, e-banking, credit card, insurance, and wealth management products are better positioned to attract, satisfy, and retain diverse customer groups. Employing a descriptive and analytical research design, the study uses survey methods to investigate strategies adopted by selected public and private sector banks. Multi-stage random sampling, including stratified and lottery methods, was used to ensure a representative sample of 446 customers from districts across northern, central, and southern Kerala. Data collected were analyzed using SPSS, ANOVA, regression analysis, provided deep insights into the relationships between demographic characteristics and product-driven banking strategies. The findings highlight that demographic-based product differentiation enhances customer satisfaction, trust, and long-term loyalty, contributing to sustained growth and competitive advantage for banks.)

Deposit, Loan, E-banking, Credit Card, Insurance, and Wealth Management Products, Age, Income, Occupation, Education, and IT literacy

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