• Ms. Anu Singhal
• Dr. Manmohan Rahul

The issue of rural retail banking is extremely topical. Over the past few decades, while urban retail banking has seen a lot of growth, rural areas in India have continued to suffer from insufficient access to financial services despite the fact that India is predominantly known as a land of villages with the large chunk of rural population. There are around six hundred thousand (6 lacks) of villages in India out of which only 31,727 villages have banking facilities with approximately 1 crore 80 lakhs (18 million) bank accounts out of total 200 million bank accounts in India. Indian rural banking is now seen as an important means for inclusive growth for overall economic development of a country. So, there is an immediate need to step up the flow of credit to agricultural and other rural activities in India, to improve rural productivity and economic welfare. RBI has taken certain steps to increase the banking services in rural areas by mandating banks to open at least 25% of their own branches in un-banked rural areas with a population of over 2000 and offer priority sector lending. The banking sector in India has made a remarkable progress since the economic reforms in 1991. New private sector banks and foreign banks have brought the necessary competition into the industry and spearheaded the changes, towards higher utilization of technology, improved customer service and innovative products. Customers, all over, are now becoming increasingly conscious of their rights and are demanding more than ever before. The recent trends show that most banks are shifting from a “product-centric model” to a newer model, the “customer-centric model”. In this context, prioritization of preferences and close monitoring of customer satisfaction have become essential for all banks

“A Study of customer’s contentment and impact of work culture on banks employees’ gratification in Gurgaon district in the state of Haryana”

"“A Study of customer’s contentment and impact of work culture on banks employees’ gratification in Gurgaon district in the state of Haryana”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 6, page no.34-51, June-2018, Available :http://www.jetir.org/papers/JETIR1806615.pdf

"“A Study of customer’s contentment and impact of work culture on banks employees’ gratification in Gurgaon district in the state of Haryana”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 6, page no. pp34-51, June-2018, Available at : http://www.jetir.org/papers/JETIR1806615.pdf