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VOL. 10, ISSUE 2 (2024)
A study on customer satisfaction towards retail banking services of YES Bank
Authors
Rohit Garg, Pooja Gupta
Abstract
Banking in India in the modern sense
originated in the last decades of the 18th century. Among the first banks were
the Bank of Hindustan, which was established in 1770 and liquidated in 1829-32;
and the General Bank of India, established 1786 but failed in 1791. With a jump
in the Indian economy from a manufacturing sector, that never really took off,
to a nascent service sector, Banking as a whole is undergoing a change. A
larger option for the consumer is getting translated into a larger demand for
financial products and customization of services is fast becoming the norm than
a competitive advantage. The banking sector as a whole is seeing structural
changes in regulatory frameworks and securitization and stringent NPA norms
expected to be in place by 2004 means the faster one adapts to these changing
dynamics, the faster is one expected to gain the advantage. In this article, we
try to study the reasons behind the euphemism regarding the Retail-focus of the
Indian banks and try to assess how much of it is worth the attention that it is
attracting. This research work looks at future of retail banking and customer’s
satisfaction with reference to YES bank. Consumers all over the world have
become more quality conscious; hence, there has been an increased customer
demand for higher quality services.
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Pages:132-136
How to cite this article:
Rohit Garg, Pooja Gupta "A study on customer satisfaction towards retail banking services of YES Bank". International Journal of Commerce and Management Research, Vol 10, Issue 2, 2024, Pages 132-136
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