Adarsh Journal of Management Research

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Indian banking is the lifeline of the nation and its people. Banking has helped in developing the vital sectors of the economy and usher in a new dawn of progress on the Indian horizon. In the recent scenario, there is a throat cut competition between banks and customers also are willing to switch to bank if they are getting better service at other bank. The aim of this paper is to study the relationship between customer satisfaction, customer loyalty and retention level related to banks of Surat city. Researcher has also tried to identify the impact of demographic factors towards selection of bank. Non- Probability convenience sampling method has been used to collect data from 350 respondents. The result suggests that there is relationship between Customer Satisfaction and Customer Loyalty towards bank.

Keywords

Customer Loyalty, Customer Satisfaction, Customer Retention, Intention to Switch, Schedule Bank.
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