Publication

Abstract : Now a days customer satisfaction is one of the predominant factors in service industry mostly in banking sector. Every organisation whether service or not they need to maintain a stable and strong relationship with their customers because satisfaction of the customer is crucial for long term success for loyal customers. Primary Agricultural Credit Society (PACS) is the customers or member oriented service industry, therefore the customer is the main focus. Primary Agricultural Credit Society (PACS) in Indiafaces a severe competition from the public, new generation private sector, small finance bank and foreign banks. In order to survive in the competitive market, Primary Agricultural Credit Society should provide quality service and also have to introduce new innovative products as introduced by both public and private sector banks and should increase the satisfaction level of their customers.The main objective of the study is to determine the factors that impact the loyalty of co-operative members who are also considered as consumers.