Customers' Perspective on Customer Retention in Public and Private Sector Banks

Abstract

Marketing experts accept the importance of customer retention and put emphasis on personalized banking. This paper examines customer retention in banks from the customers' point of view. Besides, secondary data, the study make use of primary data collected from account holders of banks by using questionnaires. Four banks, two from public sector and two from private sector were selected and questionnaires were got. filled from customers of branches al some places in Punjab, Haryana, HP, Delhi and Chandigarh.