CUSTOMER BEHAVIOR TOWARDS SECONDARY BANKING PRODUCTS- A CASE STUDY AMONG THE CUSTOMER’S OF COMMERCIAL BANKS
DOI:
https://doi.org/10.62737/r9p33w22Keywords:
Customer Behavior, Credit Card(CC) ,Insurance Products(IP, Wealth Management Products(WIP), Customer RetentionAbstract
This study explores customer behavior towards secondary banking products, including credit cards, insurance, and wealth management services, among clients of commercial banks. It identifies key factors influencing adoption decisions, such as product awareness, perceived value, and trust in the bank, while also examining barriers to uptake. The findings provide insights for banks to enhance cross-selling strategies, improve customer satisfaction, and increase retention through tailored product offerings. This case study investigates the impact of credit cards, insurance, and wealth management products on customer retention within commercial banks. Through a comprehensive analysis of customer behavior and preferences, the study identifies key factors that influence retention rates. This descriptive study, aimed to analyze customer behavior towards secondary banking products such as credit cards, insurance, and wealth management services. Utilizing a simple random sampling method, a sample of 330 customers was surveyed using a questionnaire as the primary data collection tool. The findings revealed that these secondary products have a minimal impact on customer retention, indicating the need for banks to develop more attractive schemes to enhance customer loyalty and retention. Furthermore, effective wealth management strategies tailored to individual customer needs contribute significantly to long-term retention. The study concludes by highlighting the importance of personalized financial services in fostering strong relationships and reducing customer attrition in the competitive banking sector.
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