FACTORS THAT DETERMINE CUSTOMER SATISFACTION IN BANKING INSTITUTIONS: EVIDENCE FROM INDIAN BANKING INDUSTRY

The banking industry like many other financial service industries is facing a rapidly changing market, new technologies, economic uncertainties, fierce competition and more demanding customers and the changing climate has presented an unprecedented set of challenges. Banking is a customer oriented services industry, therefore, the customer is the focus and customer service is the differentiating factors. In the backdrop of all these developments the investigator makes an attempt to study the determinants of customer satisfaction in Indian banks. For this study, descriptive research design is used where the data is collected through the questionnaire. The information is gathered from the different customers of the two public sector banks, viz., State Bank of India and Bank of Baroda and two private sector banks viz. ICICI & HDFC banks of India located at four metro city viz. Mumbai, Calcutta, Delhi & Chennai. 100 bank respondents from each bank were contacted personally in order to seek fair responses. The collected data were analysed by SPSS package.