Changes in customer behavior are evident from the significant growth and changes in services provided by the banking industry at present. Relationship management is the name of the game in the banking industry today and customer never hand it so before. Public sector banks are going all out in becoming technology services and orienting their staff to be more customers friendly. There is no other way to face the growing competition from their private sector competitor.
A good banker of today has therefore to possess a lot of critical abilities and skills in addition to a great deal of adaptability. He will have to be highly motivated and very good at inter personal relationship. He will have to be customer friendly and at the same time, take care of the Bank's rules and regulations. Service to the customers should become part of the work culture of the present day banker. To be successful banker, a candidate will have to possess all the above traits and qualities.
An aspiring banker should be prepared to serve in the remote rural areas of the country and play the role of a friend, philosopher and guide for bringing about the necessary economic changes in the village scenario and should be sensitive to the needs of less privileged brethren and consider that it is his duty to find ways a beinguseful to them. As member of a Service Industry, it is the Banker's duty to give utmost importance to customer satisfaction. Such measures would result in greater emphasis on performance in a highly competitive scenario thus making a career in the Banks all the more challenging and rewarding for those who excel themselves.
With intensifying, banks are now shifting their focus to services from products. The need of hour is to identify and an till date customers' trust and develop the capability of servicing those needs. At present survival of any bank depends on services provided to customers otherwise it would end anger the existence of a banking industry. In this regard the researcher has made an attempt to study the "'Customer Trust" towards the customers of SBI in Tamil Nadu.
Banking today has become a highly 'competitive and diversified business. Banks now cover almost all the strata of society including the poor and under privileged people. But this was not enough to' meet the demands of growing economy Like ours. Reforms were needed. Major reforms were introduced in 1991. The banks have responded to the reforms 'with commendabLe resilience. The Banks continue to expand the credit base at a heaLthy rate as evidenced in the Last few years.
