A STUDY ON CUSTOMER ATTITUDE TOWARDS OPENING OF CURRENT ACCOUNT IN PUBLIC BANKS

Abstract

Information technology in the banking industry has created a revolution and it has driven public sector commercial banks of India to devise superlative customer service structure and practices, to meet the emerging customer needs. Indian banks have recognized that their internal administrative system have to be geared up to face the exceptional changes that are taking place in the environment due to global forces. The emergence of new private sector and foreign banks has prompted the Indian banking industry to consider the challenges posed by the competition and to understand the importance of rendering service to the customers as one of the major challenges before the public sector commercial banks in India. The researcher attempts to study the customer attitude towards opening of current account in public sector banks. The study has been conducted on 100 customers of five public banks.