Factors Affecting the Retail Bank Customers with Respect to Choice of A Bank for Opening an Account and Switching the Bank A Study of Bank Customers in Gurugram Haryana

Abstract

In recent years, banking has become a promising sector with more and more banks coming into existence and competing among themselves wherein winning customer is the top motive for all the banks. It has become an interesting area for researchers to study the factors how customers behave while dealing with banks right from selection to switching and also their loyalty if they don t switch. To address this, the current research is based on studying the major factors which affect the retail bank customers for selection of a bank while opening the account, switching of account from one bank to other in Gurugram, Haryana. It also studies the factors affecting loyalty i.e., staying with a bank for a long period. newline