A Study to Evaluate the Banking Services Provided to SME Customers

Introduction

A Study to Evaluate the Banking Services Provided to SME Customers mba marketing project reprot The primary objective of the this research is to evaluate the banking services provided to small and medium enterprises (SME) customers in Coimbatore. ICICI Bank is India’s second-largest bank. The Bank has a network of about 573 branches and extension counters and over 2,000 ATMs. The report says that every month in India, one million people enter the labor force. Many of them’s fate would depend on the ability of MSMEs, often believed to be capable of fueling wage jobs and entrepreneurship. Inadequate access to finance, however, presents challenges for small businesses to expand, compete, and create jobs. 

The primary objective of the this research is to evaluate the banking services provided to small and medium enterprises (SME) customers in Coimbatore. The primary objectives is achieved through finding out the new product requirements of SME customers, customer satisfaction level and marketing effectiveness of banks at Coimbatore. ICICI marketing effectiveness is high in Coimbatore. Since SMEs contribute to the country’s economic development, addressing their financial needs is no longer a necessity but a critical factor for banks. In fact, small businesses form a significant segment of customers that banks can not afford to lose to alternative lenders to SMEs. Banks now need the hour to restructure the SME lending market.

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