Abstract
Any successful business depends on its ability to keep customers happy, and this is certainly true of India's banking sector. An important area of Indian banking is retail banking, which provides financial services to private citizens and small enterprises. Banks in both the public and commercial sectors are vying to offer their customers the best services possible as a result of the intensifying market rivalry. Customers now demand more from businesses and anticipate seamless, convenient banking experiences because of the growth of digital banking and mobile payments. Indian banks, both public and private, are particularly focused on ensuring customer satisfaction for their retail banking services.Customers' preferences for online banking services have changed significantly in recent years, marking a substantial shift in consumer behaviour. Customers still place a high value on the usefulness of in-branch banking services and the high standard of customer care offered by bank employees. For this reason, banks must concentrate on offering a seamless and integrated multichannel experience that fulfills customer expectations.
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