Age and Income as Drivers of Customers' Switching Perception in Indian Banking Industry

Abstract

The purpose of this article is to analyse the change in perception of customers of different age groups and different income groups towards interest rates and other charges in banks. The proposed model is tested on a sample of twenty banks in India and data analysis has been done with the help of various statistics tools. The results show that the customers' changing age and income brings about a change in their perception towards interest rates and other charges in the banks in India. The study contributes to the literature by providing insights about how banking services are perceived by customers. It also accomplishes the results for providing implication of managerial practice in banks in India. This may help bank management in designing different strategies for different age group and different income groups and help customers obtain improved service quality. The results provide platform for banks to provide products and services according to the levels and expectations of customers.