Adding Value to Excellence in Banking through Customer Satisfaction and Loyalty: A Case Study of Private Sector Banking in India

Post liberalisation era has seen a boon in banking sector in india. Many reforms were initiated for improving the sector. Many new banks came into the competition of dominated public sector banking. New technologies were adopted. New standards of servicing the clients were adopted. But has anything changed for a common man? The study tries to explore the core issues of customer satisfaction and loyalty in private sector banking in India. It gives the dimension that how customer satisfaction and loyalty can add the value to the excellence in banking sector and help in profitability of the organisation.