A Study on Customer Satisfaction in Indian Retail Banking

Objective of the study was to study the factors affecting Customer Satisfaction in Retail Banking Sector of India and
to find the relationship between Service Quality, Customer Satisfaction and Customer Loyalty. Research design of the study is
quantitative and surveys research method has been used in it. Data was collected from Bhavnagar city. Data has been collected
through already tested structured questionnaire from 72 respondents. Results of this study show that there is significant
relationship between service quality attributes and customer satisfaction. It also revealed that positive relationship exists
between customer satisfaction and customer loyalty. With the help of this study we can conclude that service quality leads to
satisfied customers and customer satisfaction leads to customer loyalty. In today’s competitive world banks can get competitive
advantage by providing superior services to their customers.