Measuring Customer Satisfaction and Factors Affecting it in Banking Sector: A Case Study of Banks in Bhubaneswar City

With the economic growth of country being on accelerating mode, role of banking industry is also important in this growth. Today, banking is regarded as a consumer-oriented service industry and banks have started realizing that their business increasingly depends on the quality of the consumer service provided and overall satisfaction of the customer. The service quality has been regarded as the important factor in order to succeed and have endurance in banking industry, especially when there has been continuously growing competition. The purpose of this paper is to identify the factors affecting customer satisfaction in retail banking and to measure the level of customer satisfaction. This is an empirical study using mainly primary data collected through a well-structured questionnaire. It is hoped that this research paper would help the banks in improving the overall level of customer satisfaction, thereby helping the banks to retain and expand their overall customer base.