CUSTOMER PERCEPTION TOWARDS POST OFFICE SAVINGS SCHEMES IN BOTH RURAL AND URBAN AREAS – A VIEW

Abstract

Post Office Savings Schemes (POSS) have long been considered safe and accessible investment avenues in India, especially for rural households and risk-averse investors. With more than 1.55 lakh branches across the country, the Department of Posts plays a vital role in mobilizing small savings and promoting financial inclusion. This study explores customer perception towards POSS in both rural and urban areas, focusing on service quality, awareness, satisfaction, and loyalty. Using primary data collected from 259 respondents, descriptive statistics, KMO-Bartlett’s test, and factor analysis were applied. Results revealed six key dimensions shaping customer perception: (1) Financial Benefits & Accessibility, (2) Service Efficiency & Responsiveness, (3) Staff Courtesy & Support, (4) Customer Recommendation & Ambience, (5) Loyalty & Overall Satisfaction, and (6) Technology & Communication Support. Findings suggest that while customers appreciate courteous staff, personalized guidance, and basic service reliability, they express dissatisfaction with digital services, accessibility, cash management, and overall financial attractiveness. The study concludes that enhancing technology integration, improving staff training, and strengthening awareness initiatives are critical to increasing satisfaction and retaining customers in both rural and urban areas.