Customer Satisfaction and Its Impact on Performance in Banks:A Proposed Model

Over the past decades, it has been argued that businesses across all sectors should move toward interactions, relationships and networks. Organizations are realizing that customers have different economic value to the company, and they are subsequently adapting their customer offerings and communications strategy accordingly. Thus, organizations are, in essence, moving away from product- or brand-centric marketing towards a customer-centric approach. Such a marketing approach is very different from traditional marketing. The study looks at the impact of customer satisfaction on the performance of Indian banks and is an useful source of information for managers. This paper proposes a conceptual framework that allows for financial evaluation of areas that are relevant to customer satisfaction in a bank.