Vol. 3, Issue 1, Part L (2017)

Abstract
Customer retention is an important aspect in today’s competitive business scenario. This is especially true more for the services sector. Banking constitutes an important aspect in the business scenario. Banks will not be able to serve their customers unless they are aware of the requirements of their customers. Ignorance of the requirements will result in customers switching to other banks. For this reason, it becomes important to understand the dimensions affecting customer switching in retail banking. This paper reviews the literature with respect to finding the dimensions affecting customer switching in retail banking and aims to establish the ways in which banks may improve upon those dimensions and retain their customers.