Identifying customers’ expectations from banks in India (A study of select bank’s customers in Uttar Pradesh with special reference to Varanasi District)

Identification of service quality as a tool for competing is relatively a recent phenomenon in Indian banking sector. With the emergence of Globalisation, foreign players are also permitted to enter into the Indian Banking sector. The entry of foreign banks along with the private banks has increased the competition drastically and dramatically in the Indian banking sector. It has made public sector banks to think over the service quality offered by them and customise them as per customers ’requirements, to sustain in the competitive environment.

Keeping in mind the increasing pressure of cataclysmic upheavals in the competition, the present study makes an attempt to examine the major components of customers ’expectations and their comparative strength from the customers of a selected bank. Further, it analyses the influence of socio-economic factors on customers ’expectation and suggest the ways to retain the customers.