• Chelsea Ch.Momin
• J.U.Ahmed

Due to increased alertness and literateness, the customers have become more educated and tasteful of the risk, cost, and return connected with financial services. In this direction, customer services rendered by banks is one of the decisive factors to win in the competitive scenario. Hence, the customer service and their perception towards these services offered have become one of the main aims in the fingers of the banks to upsurge their market share. Notwithstanding constant steps and approaches for better customer services undertaken, the banking ombudsman offices is having grievances from the general public concerning their complaints against the banks. The rural bank in India has been adopting technology and innovative strategies to render better services to rural masses. With the present transformation in the functional orientation, the key motorist of a bank’s feat and existence is changing the customer requirements and expectations. An attempt has been made in this paper to examine the factors influencing customers' satisfaction with the services offered by Meghalaya Rural bank. The multistage random sampling technique was used for the selection of branches of banks followed by the purposive sampling technique for the selection of respondents. A total of 384 customers of Meghalaya Rural Bank who are directly associated with the banks were selected for the study. The factor analysis technique was utilized using Statistical Package for Social Sciences (SPSS) for the analysis of data on 36 selected variables based on the SERVQUAL model and the literature review. The study identified the reliability factor as a major factor followed by cognizance, assurance, responsiveness, tangible infrastructure, and empathy. These factors are significantly identified as the factors influencing customer satisfaction of rural banks. The paper recommended that operative measures to be taken to offer better services to the customers for acquiring new customers and retaining the existing customers to create superior value for the banks and their customers. The bank employees’ involvement and frequent interaction with the customers along with advanced services are the main tactics required for better services to be offered.

"Identification of Factors Influencing Satisfaction Level of Customers: A Study in Meghalaya Rural Bank", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 9, page no.d598-d607, September-2022, Available :http://www.jetir.org/papers/JETIR2209372.pdf

"Identification of Factors Influencing Satisfaction Level of Customers: A Study in Meghalaya Rural Bank", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 9, page no. ppd598-d607, September-2022, Available at : http://www.jetir.org/papers/JETIR2209372.pdf