Dimensions affecting customer satisfaction in retail banking: A literature review
Customer satisfaction is important for all organizations because it determines their existence in the competition. Services sector form an important aspect of today's business scenario. Customer satisfaction is especially important for services sector. Banking constitutes an important aspect in the services sector. Banks will not be able to serve their customer unless they know what their customers really want and what satisfy them. Banks will be able to know about these requirements from the various dimensions of customer satisfaction in the retail banking. For this reason, it becomes important to understand the dimensions affecting customer satisfaction in retail banking. This paper reviews the literature with respect to finding the dimensions affecting customer satisfaction in retail banking and comes out with some suggestions which need to be followed in finding the dimensions.