Customer’s Perception and Experiences in Private Banking Services: A Study in Kamrup Metro Guwahati, Assam

Abstract

This study examines customer’s perception and experiences in private banking services of Guwahati with special reference to service quality, trust, digital banking facilities, responsiveness, and relationship management. The study adopted a descriptive and analytical research design. A total of 455 respondents were selected through convenience sampling. Primary data were collected using a structured questionnaire based on a five-point Likert scale. The study have adopted descriptive statistics, mean analysis, factor analysis, KMO and Bartlett’s Test, and reliability analysis using SPSS 20.0. The findings of this study were found that personalized banking services, digital convenience, employee behavior, and security significantly influence customer perception towards private banking services. The study concludes that private banks must strengthen customer relationship management, technological support, and service reliability to improve overall customer experience and satisfaction.