A Study on Customers’ Perception towards Financial Services of Indian Post with Special Reference to Gujarat State

Abstract

This study examines customers’ perceptions of Indian Post's financial services and highlights key problems faced during service usage. Using a quantitative descriptive research design, the study collected primary data from 610 India Post financial service Customers across different regions of Gujarat through offline and online questionnaires. The researcher selected respondents using non-probability convenience sampling. The researcher evaluated customers' perceptions across various dimensions, including service quality, Trust, Security, Convenience, Price and Charges, Awareness, and Responsiveness. The data were analyzed using descriptive statistics, independent-samples t-test, Friedman test, paired-samples t-test, and one-way ANOVA. The study findings revealed that customers generally hold a favorable perception of India Post's financial services. Among the perception dimensions, trust, security, service quality, awareness, convenience, and pricing received favorable ratings, while responsiveness received relatively lower scores. The hypothesis testing indicates significant differences in security perceptions between rural and urban customers. Customers focus more on operational issues rather than cost, and the nature of service-related problems changes depending on how long they have been associated with India Post.  The study recommended that India Post should enhance its services, raise awareness of lesser-used products, and improve responsiveness and support. Operational issues require streamlining procedures, upgrading digital systems, and boosting support.