LITERATURE REVIEW :-

The banking sector in India has made remarkable progress since the economic reforms in 1997. new private sector banks have brought the necessary
competition into the industry and spearheaded the changes towards higher utilization of technology, improved customer service and innovative
products. Customers are now becoming increasingly conscious of their and are demanding more than ever before. The recent trends show that most
banks are shifting from a “product-centric model” to a “customer-model” as customer satisfaction has become one of the major determinants of
business growth. In this context, prioritization of preferences and close monitoring of customer satisfaction have become essential for banks. Keeping
these in mind, an attempt has been made in this study to analyze the factors that are essential in influencing the investment decision of the customers
of the customers of the customers of the public sector banks . For this purpose, factor analysis, which is the most appropriate multivariate technique,
has been used to identify the groups of determinants. Factor analysis identifies common dimensions of factors form the observed variables that link
together the seemingly unrelated variables and provides insight into the underlying structure of the data.

BOOK :-
I have referred marketing management book written by Kotler Philip. And service marketing written by M. K. Rampal.

59
Customer service is the provision of service to customers before, during and after a purchase according to turban et al. (2002) “customer service is a service of activities
designed to enhance the level of customer satisfaction – that is, the feeling that a product or service has met the customer expectation”

customer satisfaction in the banking industry play a vital role to create a healthy business status being services based industry. In any service is at highest priority.
Customer service can be provided by well planned self-service. In banking industry customer are more linked with the bank’s personnel for any kind of services or
product. Therefore, banks should always focus on training its front desk staff to provide quality service knowing their expectation and wants.

Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will very from person to person and product/service
to product/service. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors such as return
and recommend rate. The level of satisfaction can also vary depending on other options the customer may have and other products against which the customer can
compare the organization’s services.

At the same time, several banking institutions are experiencing increasing level of retail customer dissatisfaction.

Research suggests that customer dissatisfaction is still the major reason of bank customers’ switch to other banks. This dissatisfaction could be because of a reasons.
Excellent service quality is not an optional competitive strategy which may, or may not, be adopted to differentiate one bank from another. Today it is essential to
corporate profitability and survival. The connection between service quality and corporate profitability is now seen to depend on high level of customer satisfaction, the
successful targeting of “quality” customers and the retention of those customers.

60