A Study of Customer Satisfaction in Yes Bank

The banking organization like many other financial facilities organization is facing a rapidly development and changing market enviroment.viz new, good as well as economic technologies, economic uncertainties, fierce competition, plus especially more demanding customers etc and the changing climate has presented an unprecedented set of challenges. Customer facility is the very important aspect of banking sector and it nearly defines future of any banking sector organization. From a very comfortable plus peaceful environment, the banking in India is now struggling challenges concerning customer base, performance and technological up-gradation. Major changes took place in the functioning of banks in India only after liberalization, globalization and privatisation. Private Banks in India have their history dating back to 1921. There are many facilities provided by private banks in India like accounts, loans, insurances etc. Every bank in India is keen in providing facilities with the best of benefits to its customers with corresponding lower interest rates to offset the prevailing high competition in the banking. Service quality, customer-satisfaction, retention of customer base, customer-loyalty and happiness are some of the major challenges gripping the banking sector. The success or failure of business depends upon bank‟s relationship with customers. Hence, it becomes important to study the customer‟s satisfaction prevailing in private banks.