An Exploratory Treatise on Jay Customers Behavior in Indian Banking Industry: A Dyadic Perspective

The purpose of this research is to examine reasons and evaluate strategies implemented by the Indian banking industry in tackling jay customers in general and in light of the recent demonetization in particular. After a thorough germane literature and theoretical framework on jay customers and Indian banking industry, researchers framed a well-structured questionnaire for collecting banking employees opinions along with a set of questions framed to conduct in-depth personal interviews with banking customers. The collected data were summarized, coded, and controlled by using Software R and the selected hypotheses were analyzed by the observance of percentile values. More than 90 percent of banking employees said lack of proper supply of cash from the Reserve Bank of India is the major reason for this kind of customer behavior and shockingly 95 percent of banking customers expressed backdoor preference given by banking employees to some big customers is the major reason.