ANALYSIS OF CUSTOMERS’ SATISFACTION WITH BANKING SERVICES

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CHAPTER ONE

INTRODUCTION

1.1 Background to the Problem

Banking subsector like many other sector is not free from the influence of globalization. In so far, globalization alongside regulatory, structural and technological factors has caused significant changes in this subsector. This in turn has led to profound cut throat competitive pressures (Grigoroudis et al, 2012). On the other hand customer satisfaction emerged to be cornerstone of increased demand of banking services and indeed, is recognized as a key business strategy of every bank. In fact customer satisfaction is not only a prerequisite for a successful and competitive bank but also a benchmark against which many banks have set their standards. According to Anubav (2010) maintaining existing customers for organisations is ever more important than the ability to capture new ones. Customers are critical for any bank success without which the survival of a bank in the market will be in jeopardy.