Vol. 3, Issue 4, Part B (2017)

This study directs on bringing out the major factors that lead to customer satisfaction in retail banking in Coimbatore District, Tamil Nadu. It also leads to developing a theoretical framework of relationship marketing practices in Indian banks by capturing the perspectives of customers with respect to their satisfaction on various services. The findings revealed that customer satisfaction, a transaction-specific trait, is dependent on three different factors. It is clear that this research paper would help the banking organization not only in civilizing the overall level of customer satisfaction but also increasing the relationship between the banks and their customers, thereby helping the banks to preserve and enlarge their overall customer base.