Factors Affecting Customer Satisfaction and Their Relative Importance in the Retail Banking Sector : An Empirical Study

The retail banking sector in India is undergoing sweeping changes due to heightened competition and the initiation of modern technology. Today, customers have become more aware than what they were in the past, and as a result, are continuously looking for better quality services from the retail banks that can provide them with satisfaction. The present study helps in the identification of the factors (or relationship dimensions) that are responsible for the satisfaction of the customers, and also enables the assessment of the influencing power of these factors. This, in turn, would help in the enhancement of the relationship between the retail banks and their customers, and thus aid the decision makers of these banks to identify the major factors that determine the satisfaction of their customers