Volume : 1 | Issue : 10 | October 2012 ISSN - 2250-1991 PARIPEX - INDIAN JOURNAL OF RESEARCH X 23 Research Paper Research Paper Keywords : Debit Card, Private Sector Banks * Research Scholar Dr.NGP College of arts and Science Coimbatore-641048 A Study on Customer Satisfaction towards Debit Card Services Provided By Private Sector Bank With Special Reference to Coimbatore City *Ms. Linda Mary Simon Commerce ABSTRACT Banking in the modern sense of the word can be traced to medieval and early Renaissance Italy, to the rich cities in the north like Florence, Venice and Genoa. The word bank was borrowed in Middle English from Middle French banque, from Old Italian banca, from Old High German bank, bank "bench, counter “Private-sector banks have been functioning in India since the very beginning of the banking system. Initially, during 1921, the private banks like bank of Bengal, bank of Bombay and bank of madras were in service, which all together formed Imperial Bank of India. A debit card (also known as a bank card or check card) is a plastic card that provides the cardholder electronic access to his or her bank accounts at a inancial institution. The person impossible to get credit card is possible to get this plastic card. Debit card help to avoid more fraudulent activities and help the customer in carry cash, purchase goods, pay bill, recharge etc., in always. Introduction: A debit card is very similar to a cash card, but it allows you to do a lot more than use an ATM machine. A debit card is like an electronic cheque that you can use to pay for goods and ser- vices. There are different types debit card and not all outlets will accept them as payment. The main types of debit card are Visa delta, Solo, and Switch. Although you have to be aged at least 11 before you are allowed to own a debit card, most types of debit card are not available to fewer than 18s. As the money is automatically taken from your account, it means that you can only spend the amount that’s available in your account at the time. As the money is automatically taken from your account, it means that you can only spend the amount that’s available in your account at the time. Two types of debit cards “On-line” debit cards: These cards usually are enhanced ATM (automated teller ma- chine) cards which work the same as they would in an ATM transaction. It is an immediate electronic transfer of money from your bank account to the merchant’s bank account. “Off-line” debit cards: These cards usually look like a credit card and resemble a credit card transaction. The merchant’s terminal reads your card, identiies it as a debit rather than a credit card, and cre- ates a debit against your bank account. Review of literature: H. Ramana in their article “ Marketing approach in Banking” states that banking industry indirectly can survive only by adopting eficient marketing strategy. These strategies are used to gain the positive response of the customers and to win the positive competitive market in future. R.Sangeetha’s study is based on the “Customer awareness and satisfaction regarding services rendered by commercial bank with reference to State Bank of India and ICICI Bank”. It reveals that gender, occupation, monthly income, type of ac- count and period of holding account with bank is not associ- ated with awareness level. On the other hand there is associa- tion between ages, educational qualiication awareness level. Statement of the Problem: 1. To study about the awareness of the Private Sector banks Debit Card Holders. 2. To review the extent of utilization of Private sector Banks Debit card. 3. To measure the satisfaction level of customer about the services provided by Private Sector Banks. 4. To examine the pratical problem face by the card holders and offer effective suggestions. Limitations: 1. The study was conined to Coimbatore City only and therefore the indings of the study cannot be extended to other areas. 2. The study is purely based on primary data. The subjectiv- ity of the respondents may relect on the study. 3. The study is conined to union bank of India debit card holders only. 4. Time and cost are other factors limiting the study to a sample of 100 respondents. 5. People are reluctant to give information for the fear of be- ing used against them. Sample design It is a probabilistic sampling method where the samples were drawn from the various places of the city. The respondents of the sample size are 150. A research design is a clear plan about the research. There are various types of research such as Fundamental Re- search, Experimental Research, Descriptive Research and Analytical Research. Method of data collection: The task of data collection begins after a research problem has been deined and research design chalked out. The data collected are primary and secondary data. Statistical Tools: Statistical tools were employed for data analysis and interpre- tation of the survey data. v Percentage Analysis v Chi Square Analysis