Journal of Contemporary Issues in Business and Government

Abstract

Banks play a significant role inbolstering the Indian economy. People in all walks of life, from the elite class to the people below poverty line, access banks for various financial needs. Providing an array of services, the banking sector has undergone radical changes. The digital transformation had also smitten the banking sector and there is seamless integration of technology at various levels. However, there is the question of customer loyalty associated with these services. Banks today are completely customer centric and the customer has a wide choice to choose from