ISSN: 2249-7196

IJMRR/Nov. 2016/ Volume 6/Issue 11/Article No-2/1554-1560

V. Gopinathan et. al., / International Journal of Management Research & Review

CUSTOMER SATISFACTION OF PRIMARY AGRICULTURAL CO-OPERATIVE

SOCIETIES
V. Gopinathan*1, Dr. R. Velmurugan2
1
Ph.D Research Scholar, Dept. of Commerce, Karpagam University, Karpagam Academy
of Higher Education, Coimbatore,Tamilnadu, India.
2
Assoc. Prof, Dept. of Commerce, Karpagam University, Karpagam Academy of Higher
Education, Coimbatore,Tamilnadu, India.
ABSTRACT
Satisfaction is a crucial concern for both the customers and organizations including Primary
Agricultural Co-operative Societies. Lot of efforts is being made by the Primary Agricultural
Co-operative Societies to offer high quality products and services to their customers. The
banking industry also like any other financial industry is facing a rapid changing market, new
technologies, uncertainties, fierce competition and more demanding customers and the
changing climate. Primary Agricultural Co-operative Societies are a customer oriented
service industry, therefore the customer is the main focus and customer service is the
differentiating factor. In order to survive in the competitive scenario, Primary Agricultural
Co-operative Societies are in a position to satisfy their customer’s needs. In this paper, an
attempt is made to identify the determinants of the customer’s satisfaction. By adopting a
convenient sampling method 500 customers are selected. The collected data are analysed by
making use of the Multiple Regression analysis. The results of the study disclose that the
number of earning members, level of awareness on PACS schemes and customers perception
towards the service quality are the factors that increases the customer satisfaction.
Keywords: Customer Satisfaction, Service Quality, PACS

*Corresponding Author www.ijmrr.com