AStudy of Customer Delight in the Indian banking sector based on Kano’sModel of Product Quality

Banking sector in recent times have been faced by numerous challenges of constantly providing better services towards achieving customer delight. Past research in customer satisfaction and service quality has resulted in increasing research efforts to look at new ways to evaluate these concepts. In the present era , the emphasis is on Customer Delight(CD) so as to exceed customer's expectations. The objective of this study is to identify the factors that create 'customer delight' and to measure the level of such 'delight' in the sample banks studied. This study has employed Kano's model of customer satisfaction in measuring level of 'delight' factors in the Indian banking segment. The total sample size of the study is 200 customers with 50 from each of the 4 selected banks under study and our study area is New Delhi. . In case of SBI it is seen that quick service, parking space and add on facilities like services for senior citizens , differently abled are 'Must-be' features whereas in case of Bank of Baroda ,it is Quick Service, Parking space and low paper work that are 'Must-be' . It is found that among the ICICI Bank customers that they are largely indifferent to working hours and add on facilities for senior citizens and differently abled. Further, it is found that Prompt reply, Branch availability, wide acceptability of debit and credit cards and longer working hours are the delighter factors whichwhen fulfilled delight the customer and on their non-fulfilment dissatisfy them.