Study on Customer Perception in Banking Industry Using Gap Analysis

Abstract

Background: Our perception is an approximation of reality. Our brain attempts to make sense out of the stimuli to which we are exposed. This works well when we are about to perceive familiar fac ts. However, o ur perceptio n is sometimes "off' when we are not clear about concepts. Perceptio n is a process by which an indi vidual select, organi ze & Interpret stimuli in a meaningful picture of the world Also, we can describe as "how we see the world around us" Perception is the process of selecting, organizing, & Interpreting or attaching meaning to events happening in environment The Concept of Perception: Perception is one of the objects studied by the science of consumer behaviour. Analyzing the works of scientists studying consumer behaviour, it is possible to make a conclusion that perception is presented as one of personal factors, determining consumer behaviour. Personal fac tors mean the closest environment of a human, including everything what is inside the pe rson, his head and soul, characteri zing him as a personality. Using his sensory receptors and being influenced by external factors, the person receives information, accepts and adapts it, forms his personal attitude, opinion, and moti ve, which can be defi ned as fac tors that will influence his furthe r acti vity and behaviour. Perception within this context is considered as one of the principal pe rsonal factors, conditioning the nature and directio n of remaining variables.