An Exploration of the Factors Influences Customer Responsetowards Banking Products and Services

Abstract

The banking industry in Pakistan has made its mark in the economy. It is the bank's prerogative to educate and facilitate the customers of the bank with various products. Besides banking products, non-banking products are also quite difficult to get satisfaction of the customers. This study identified the factors influencing customers’ response towards banking products and services. The purpose of the study is to identify the gaps in services and drive implications for banking industry for enhancing customer services especially for their non-banking products. This research has generated a theory called customer-product relativity along with its model. In order to conduct research, a qualitative method has been adopted with the help of thematic analysis as a tool for this research. The themes generated are customer financial needs towards products, customer perceived quality regarding product features, Innovative services offered by bank, product values meet with customer values. A purposive sampling technique has been adopted to get in-depth information from respondents.