Service Quality of Banks: Perception of Customers of Tier 2 Cities

Customer retention has become a Herculean task in today's turbulent business environment. The situation often been compared with bucket which water is being filled but the problem that got hole bottom, thus although getting filled, percolating out as well. condition even more difficult service sector, where main driver of customer retention, quality hard to define and measure. India witnessed many changes last few decades. Opening economy was one such turning point history India. It affected all; banking sector too not an exception. While number opportunities were thrown open banks, form flexibility freedom from government interference, challenges also arose, required be addressed tactfully. One challenge attract retain customers. availability choices ease switching over adds before banks. Another remarkable phenomenon emergence tier 2 3 cities centre economic activity. Despite vast expansion network, penetration still remains relatively low. Therefore order penetrate Indian market banks needs explore cities. Although there ample studies on located Tier 1 cities, seems dearth research paper attempt this direction whereby perception explored amongst customers city, Lucknow.