Customer Response towards Financial Literacy Initiatives of Commercial Banks
DOI:
https://doi.org/10.62737/3z7xv212Keywords:
Financial Literacy, Demographic Characteristics, Commercial Banks, Customer Knowledge ManagementAbstract
This study examines the financial literacy initiatives implemented by commercial banks among customers of selected public and private sector banks. Two public sector banks—State Bank of India (SBI) and Bank of Baroda (BOB)—and two private sector banks—HDFC Bank and ICICI Bank—were chosen for the investigation. A total of 385 customers were surveyed using a structured questionnaire administered through convenience sampling. The study analyzes customers’ awareness, participation, and perceived effectiveness of financial literacy programmes offered by these banks. The Chi-square test was employed to explore the association between demographic characteristics(Banks Nature) and the level of financial literacy among respondents. The findings provide insights into how financial literacy initiatives influence customer understanding of financial products and services, helping banks refine their outreach strategies and strengthen customer engagement.
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