Customer Satisfaction in Terms of Physical Evidence and Employee Interaction
The IUP Journal of Marketing Management, XI (3), 2012, pp. 7-24.
22 Pages Posted: 6 Oct 2011 Last revised: 19 Oct 2012
Date Written: October 1, 2011
The study attempt to explore the level of customer satisfaction in terms of physical evidence and employee interaction in comparison between earlier established banks (before the year 2008) and newly established banks (after 2008) in the northern region of Batticaloa, Sri Lanka. Results indicate that all banks have high level attributes of customers for satisfaction with the bank service provided in terms of physical evidence and employee interaction. Further analysis confirms that there is a difference in service as being provided and the layout of physical evidence between earlier established banks (EEB) and newly established banks (NEB) in creating customer satisfaction.
Keywords: customer satisfaction, physical evidence, employee interaction, marketing mix
JEL Classification: M30, M31, M37, M39
Suggested Citation: Suggested Citation