BANKING REFORMS AND CUSTOMER SERVICE (A CASE STUDY)

Commerce

Indian banks have now realized that it no longer pays to have transaction based operating. This has shifted their focus from operational services to customer centric services. Today they are looking at newer ways to make a customer’s banking experience more convenient and effective. This can be done by using new technology, tools and techniques to identify customer needs and then offering products to match them. In the financial world, product superiority does not last long as it is relatively easy to copy products. So the real strength comes from operational excellence and understanding the customer and developing rapport with them. In recent years, a number of studies have highlighted the effects of banking reforms on customer service through empirical evidence across both developed and developing countries. In the pursuit of this type of evidence, this paper clarifies the nature of the relationship between banking reforms and customer service in case of public sector banks. With this objective, the study uses cross- section data from public sector banks. In the model of this study, customer service is a dependent variable and banking reforms are independent variables. The present study is of analytical and exploratory in nature. Therefore, the use has been made of primary as well as secondary data.

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