Meta analysis of banking services in India: a customer centric approach

The nature of banking in India is passing through a transformation, due to recent changes in economic, business, legislative, technological and social environments. The pattern of individual disposable income is also changing, with the increasing prosperity of the common man, the growing proportion of women in employment and the rise in living standards, which in turn has drawn the interest of banks towards these customers. Consumer attitudes are changing towards saving, spending and borrowing, which leads to broader financial horizons. As a result of the growing level of competition and the rapid pace of change, customer orientation is emerging as an important element in the banking sector. This paper encapsulates the changing paradigm of banking services towards customers in India and the resultant impact on banking performance.