The Study of Customer Behaviour and its Impact on Customer Satisfaction, Loyalty and Service Quality Perception in E-Banking Services in Jammu Division

The banking sector of India is becoming very competitive, it is formulating customer based strategies to retain old customers than to create new customer bank. Banks should introduce enhanced service quality, otherwise they may lose customer base due to increasing banking rivalry. When the customers have the positive attitude towards the banking service, they will be satisfied and when they recommend the same banking channel to others, loyalty can be generated. E-banking domain is getting highly competitive and to survive this, it is evident that the banks need to provide customers with high quality services. For this, bankers first need to understand the attributes customers use to judge them and steps need to be taken to understand the factors which influence the customer satisfaction, loyalty and their perception of service quality.