Paper Details

Name: Anthony Gruze Thangaraj. J, Uma Parameswari. K, Harini . I & Reena A
Country: India

Year: 2025
Volume: Volume No: 12, Issue No: 2, Year: 2025
Page Number: 134-142
DOI: https://doi.org/10.5281/zenodo.20605471

ABSTRACT
Customer retention in the highly competitive banking environment turns a key factor for long
term profitability and growth of the sector. The study focused around exploring the
personalization in banking products and increasing customer loyalty services.
Personalization of banking services examines the inter relationship between five dimensions,
product personalization, Communication Personalization, Service Personalization and
Digital Personalization. The study adopts a quantitative, descriptive and causal research
design to explore the impact of products personalization and customer retention in the Indian
banking sector. Structured questionnaire is used for data collection and validated with scales
from existing literature. Data was collected from 549 respondents by combination of online
and questionnaire mixed model approach is adopted for wider reach and inclusivity and nonprobable purposive sampling technique is adopted. Statistical tools like descriptive statistics,
reliability analysis by Cronbach’s Alpha assessed for internal consistency and validated.
Subsequently correlation analysis was conducted to explore relationship among the variables.
Key words: personalization, Banking products, Customer retention and Tailored banking
experience