Designing Deliverables on Customer Perceived Value for Sustainable Growth: A Multi Group Approach

Abstract: India is today one of the most energetic universal economies, on the back of strong financial services sectors. It is the existence of financial services that make a nation powerful to improve its financial climate. The financial services sector creates more value to the investment and thus promotes economic growth. Thus, this industry attracts many corporations to invest in it, which leads to cut throat competition. Understanding the perception of customers is an inevitable challenge for any business in order to sustain in the market. This purpose of the study is to understand the importance of customer perceived value in banking and financial services. The sample size taken for the study is 390 using stratified random sampling. Structural Equation Modelling is used for analyzing the data. The study reveals that there is a significant association between customer perceived value and sustainability and it suggests that the sector needs to be more customer focused. The study can help the managers and strategists in the banking and financial services sector to frame marketing strategies according to the perceived value of their customers so as to sustain in the competitive market. Keywords: Customer Perceived Value, Sustainability, Banking and Financial services. JEL Classification Number: G21, M31, Q56, C39