Status of customer loyalty and customer satisfaction in retail banking

The success in delivering good services and to gain customer loyalty does not only depend on raising income but also on other factors related to product, service and support provided to the customers in banks. However, the customers are unlikely to be loyal unless they get satisfied with products and services provided by the banks. Nowadays great attention is paid to all the bank-customer touch-points, aiming to optimize the interaction, towards affecting specific customer behaviour variables such as customer satisfaction and customer loyalty. Therefore, particularly, in the retail banking the customer satisfaction and in turn customer loyalty is important for retaining the existing customers and also to acquire new customers. Hence an attempt is made in this paper to empirically evaluate the customer satisfaction and customer loyalty towards various products and services as well as social aspect related services under retail banking based on the views of the customers in Cuddalore district of Tamil Nadu.