Customer Perception Towards Credit Card Services Of Private Sector Banks In Kanyakumari District

Abstract

Credit cards have become one of the most widely used financial products in the modern banking system, offering customers convenience, flexibility, and secure cashless transactions. The increasing competition among private sector banks has made customer perception an important determinant of the success of credit card services. The present study, titled "Customer Perception towards Credit Card Services of Private Sector Banks in Kanyakumari District," aims to examine customers' perception towards credit card services, identify the factors influencing the selection of credit cards, and analyse the relationship between customer perception and customer satisfaction.

The study adopts a descriptive and analytical research design. Both primary and secondary data were used for the study. Primary data were collected from 130 credit card holders of private sector banks in Kanyakumari District through a structured questionnaire using the convenience sampling technique. The collected data were analysed using the Statistical Package for the Social Sciences (SPSS). The statistical tools employed include Percentage Analysis, Garrett Ranking Technique, Factor Analysis, Pearson Correlation Analysis, and One-Way ANOVA.

The findings reveal that transaction security is the most influential factor in selecting credit card services, followed by reward points and cashback benefits. The respondents exhibited a favourable perception towards the credit card services offered by private sector banks. Factor Analysis identified transaction security, service quality, reward benefits, digital banking facilities, billing transparency, and customer support as the major dimensions influencing customer perception. Pearson Correlation Analysis indicated a strong positive relationship between customer perception and customer satisfaction, while the One-Way ANOVA confirmed a significant difference in customer perception across different levels of customer satisfaction.

The study concludes that private sector banks should strengthen transaction security, improve service quality, introduce attractive reward programmes, enhance digital banking facilities, and ensure transparent pricing policies to improve customer perception and satisfaction. The findings provide valuable insights for banks in designing customer-centric strategies and enhancing the overall effectiveness of credit card services.