*Doctoral Student, Aligarh Muslim University, Aligarh (UP), India
**Assistant Professor, Department of Business Administration, Aligarh Muslim University, Aligarh (UP), India
***Director, MATS Institute of Management and Entrepreneurship (MIME), Bangalore (Karnataka), India
Online published on 25 February, 2016.
Retail banking in India is in growth stage offering an opportunity to leverage huge potential available to banks. Being fascinated by the promising business prospects of the banking industry, banks are competing for a larger share for themselves. This makes customer loyalty extremely important for banks to keep up with their growth objectives. This paper aims to identify the loyalty supporting factors for better customer retention by banks.
This paper attempts to capture the loyalty supporting factors from the available literature and prepare a conceptual framework to help services business in general and banks in particular to enhance customer loyalty for their services.
Customer Loyalty, Factors supporting loyalty, Retail Banking, Service loyalty
