Harshita Bhatnagar
This paper investigates the linkages between the customer satisfaction and factors accountable for its enhancement especially in banking sector. Recent sign of advancement in the technology and quality of services provided by the banking industry leads to more and more increase in expectations of the customers. These (factor analysis) findings shows that variables like tangibles, personnel, technological excellence, reliability and competence factor are vital factors, which customers’ perceive as decisive while transacting with any type of bank. These variables have high impact on customer satisfaction. It is found that the customers of private sector banks are highly satisfied than public sector bank with reference to the 3 factor namely tangibles, personnel and technological excellence. But the customers of private and public sector bank are more or less similarly satisfied with regards to reliability and competence of service. Nevertheless the overall satisfaction is very high among the customer of private sector in comparison to public sector bank. That's why there is call for a systemic approach to deal with endogenous and long term problems and should attempt to reach benchmarks of customer expectation in order to lead banking sector into the era of prosperity and combat with multinational institution.
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