A STUDY OF CUSTOMER SWITCHING BEHAVIOUR IN A STUDY OF CUSTOMER SWITCHING BEHAVIOUR IN A STUDY OF CUSTOMER SWITCHING BEHAVIOUR IN A STUDY OF CUSTOMER SWITCHING BEHAVIOUR IN THE RETAIL BANKING INDUSTRY IN SOLAPUR CITY

Abstract

Banking is the backbone of a modern economy. Health of banking industry is one of the newlinemost important pre-conditions for sustained economic progress of any country. newlineCustomer loyalty is an important factor that contributes to an organization s earnings newlineand profits. Loyal customers normally establish a stable relationship with an newlineorganization compared to non-loyal customers. Customer loyalty can contribute to an newlineincrease in a firm s revenue; reduce customer defection rates; and develop new business newlinethrough positive word-of-mouth advertising. newline Retail banking segment of bank s business has a very bright future prospects newlineespecially in a growing economy like India mainly because of increasing prosperity and newlinethe consequent increase in purchasing power of the people, changing demographics newlinewith young population having high propensity to consume coupled with more liberal newlineattitudes towards personal debt. Consumers no longer automatically turn to their newlineprimary banks for additional services and most current accounts are loss-making. newlineBesides, the core banking relationship itself is being challenged by product specialists newlineand non-financial services players exploiting the power of retail brands. Resulting, there newlineare also large numbers of customer switching their banks in the Solapur Market. So this newlinestudy will helpful to find out the factor influencing customer switching behaviour and newlinereduce the customer switching in Solapur retail banking industry; so, the sustainable newlineeconomic development of the Solapur city newline