“Customer satisfaction and brand loyalty In Banking Sector”

The motive of this research is to find out various variables service companies are adopting in order to create customer satisfaction and brand loyalty. We have chosen different theories related to relationship marketing, service quality, different types of loyalty, customer value, brand loyalty, customer satisfaction, loyalty programs and social bonds. Out of these theories, we have concluded that shows how companies in the service sector create customer satisfaction and brand loyalty. Our findings are that the parameter called social bonds has a significant importance for the companies we have studied. Monetary benefits and loyalty programs are other factors that the companies use to create satisfied and loyal customers. More research has to be done and some suggestions for this will be given.