A STUDY ON CUSTOMER OPINION AND CUSTOMER ACCEPTANCE ON MUTUAL FUNDS WITH SPECIAL REFERENCE TO RELIGARE SECURITIES LIMITED KUMBAKKONAM

Abstract
The concept of customer opinion and customer acceptance is always seen as a widely accepted area of research amongst the academicians. Studies on customer opinion have showed that customer satisfaction is strongly dependent on the perceived experience and prior expectation of the customers. The gap between the level of expectations and the level of experience act as an indicator of the success or the future prospects of a product. A product is expected to satisfy the needs and expectations of the customers. Similarly, mutual funds are expected to fulfill the investment needs of the investors. This paper assessed the retail investors level of experience and level of expectations from mutual fund investments in terms of the customer communication dimension of the marketing mix. The study was conducted in Kumbakonam with a sample size of 50 respondents. Percentage analysis and cross tab tools are used to identify the customer satisfaction level of mutual funds.

Authors
K Keerthi1, A Arulraj2, K Bharathipriya3
A.V.C College of Engineering, India1, Rajah Serfoji Government College, India2, Sengamalathayar Educational Trust Women’s College, India3

Keywords
Customer Satisfaction, Customer Expectations, Customer Experience, Mutual Funds, Investment
Published By :
ICTACT
Published In :
ICTACT Journal on Management Studies
( Volume: 4 , Issue: 1 )
Date of Publication :
Februray 2018

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