A Study of Customer Interaction and its Impact on Banking Product Sales at HDFC Bank

Author

Kunal Gajanan Kawarkhe


Abstract

 The banking industry is increasingly customer-centric, yet the expansion of digital channels has not eliminated the role of human interaction in banking-product sales. This study examines customer interaction and its perceived impact on banking product sales at HDFC Bank, with specific attention to interaction channels, clarity of product explanation, understanding of financial requirements, communication and behaviour, product interest, follow-up, and purchase outcomes. A descriptive quantitative research design was adopted. Primary data were collected through a structured questionnaire from 112 respondents using convenience sampling. Frequency and percentage analysis were used to describe response patterns, while exploratory Spearman association analysis was used to examine relationships between interaction variables and the final interaction outcome. The results show that 67.86% of respondents rated product explanation as clear or very clear, 65.18% reported that their financial requirements were understood well or very well, and 73.21% were satisfied or very satisfied with communication and behaviour. Product interest increased or strongly increased for 65.18% of respondents, while 58.93% stated that interaction and follow-up influenced or strongly influenced their purchase decision. However, the exploratory statistical results did not show a statistically significant association between the individual interaction variables and final outcome at the 5% level. The study therefore positions customer interaction as an important supporting element of banking-product sales rather than as a sole determinant of purchase. Product suitability, eligibility, affordability, competing alternatives, documentation and timing may also shape customer decisions.



Keywords

customer interaction, banking product sales, HDFC Bank, service quality, customer experience, follow-up, purchase decision



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References


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