With an ever-expanding competitive market place, domestically and
internationally, customer service is gaining the pride of place in all
the sectors of the economy. The emphasis is more on a service industry
like banking. The Indian banking scenario has witnessed a significant
transformation in recent years. The impact of banking sector reforms in
the country is noticed in the area of the quality of banking services
and customer satisfaction. The technological breakthrough has imparted
new dimensions to the banking services in the form of computerized
branches, on-line banking, home banking, electronic transfer of funds,
ATMs, plastic cards, etc. Technology in banking services contributes to
quickness of services, accuracy of information, anytime and anywhere
banking, total convenience on the part of employees and customers, etc.
Hence Customer’s Choice of a Bank and the Customer’s Shifting of a Bank
have prompted the “‘Transformation in the Banking Services”. The aim of
this study is to analyze the transformation in Banking Services in
relation to Customer’s Choice of a Bank and Customer’s Shifting of a
Bank. It has been concluded that a banker has to respond promptly and
has to be sensitive to the needs of the customers because the
dissatisfied customers may defect to other banks and a satisfied
customer will be willing to stay till something better emerges in the
future. |