Customer satisfaction and customer loyalty : case: Ujjivan Small Finance Bank Limited India

Abstract

This thesis aimed to investigate the significant variables that motivate happiness of customers in the context of loan services provided by Ujjivan Small Finance Bank Limited India. The objective of this thesis was to explore how customer satisfaction and customer loyalty affect the bank's loan services. The thesis investigated how various significant factors affected customer satisfaction and customer loyalty at different levels. The theoretical framework derived from concepts of customer satisfaction, customer loyalty, relationship, perceptions and service quality factors.

Data were been gathered from primary and secondary sources. A combination of qualitative and quantitative research methods were used for this thesis. The quantitative data collected were analysed with descriptive analysis using Webropol and Microsoft Excel tools and the qualitative data were analysed with thematic analysis method. The analysis showed that there is a strong alliance between service quality, customer satisfaction and customer loyalty. Significant attributes, SERVQUAL factors majorly have an effect on customer satisfaction and customer loyalty at the bank. The thesis emphasised that high number of satisfied respondents felt as valuable customers and built a strong trust at Ujjivan Small Finance Bank.

To sum up, this thesis discovered that the overall satisfied customers at Ujjivan Small Finance Bank limited become loyal to the bank and build a strong customer base and foster strong customer loyalty. The findings suggested Ujjivan Small Finance Bank to improve digital platforms, simplify documentation process and encourage bank staff continuously. This thesis is helpful in giving recommendations for bank policymakers, other small finance banks and emerging Indian small banking industry.