aoMarket Segmentation and its Impact on Customer Satisfaction With especial reference to Commercial Bank of Ceylon PLCa

Abstract

In this competitive commercial world, an organization has to satisfy the needs and wants of the customers, and has to attract new customers, and hence enhance their business. Customer value is considered as a control element for all business strategies. Therefore, every organization has to emphasize on customer satisfaction. As far as the banks are concerned this phenomenon is very prominent .To carry out this research, defined the Hypotheses as #x201C;The Market Segmentation highly positive impact on customer Satisfaction#x201D;. The Customer satisfaction with Market Segment has higher positive correlation 0.726. This means that high level of four market segment leads to highly ncrease in the customer satisfaction. This Co-efficient of determination 0.526 that the customer satisfaction in accounted for by market segment. In this connection hypothesis is accepted.That is market segments and marketing mix has strong impact on customer satisfaction.