International Research Journal of Commerce , Arts and Science
( Online- ISSN 2319 - 9202 ) New DOI : 10.32804/CASIRJ
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BANKING REFORMS AND ITS IMPACT ON CUSTOMER SERVICE (A CASE STUDY OF PUBLIC SECTOR BANKS)
1 Author(s): DR. AMARJEET
Vol - 5, Issue- 2 , Page(s) : 248 - 259 (2014 ) DOI : https://doi.org/10.32804/CASIRJ
Indian banks have now realized that it no longer pays to have transaction based operating. This has shifted their focus from operational services to customer centric services. Today they are looking at newer ways to make a customer’s banking experience more convenient and effective. This can be done by using new technology, tools and techniques to identify customer needs and then offering products to match them. In the financial world, product superiority does not last long as it is relatively easy to copy products. So the real strength comes from operational excellence and understanding the customer and developing rapport with them.