• S. Dese Naik
• Prof K Venugopal Rao

Banking sector is treated as to be the back bone of the Indian economy. The task of banking industry is particularly vital as one of the leading and mostly essential service sector The Indian banking industry is going through turbulent times. A decade of economic and financial sector reforms has strengthened the fundamentals of the Indian economy and transformed the operating environment for banks and financial institutions in the country. The banking industry, being very competitive, not only focuses on providing wide product lines to create competitive advantages, but also emphasizes the importance of its services, particularly in maintaining service quality. For the first time in the last five decades, quality has become the key slogan in Indian organizations as they strive for a competitive advantage in an atmosphere characterised by liberlisation, globilisation and knowledgeable customers. Satisfaction is a crucial concern for both customers and organizations including banks. Lot of efforts is being made by banks to offer high quality products and services to their customers. The banking industry like any other financial services is facing a rapidly changing market, new technologies, uncertainties, fierce competition and more demanding customers and the changing climate has presented an unprecedented set of challenges. Banking is a customer oriented service industry, therefore the customer is the focus and customer service is the differentiating factor. Thus, in order to survive in the competitive scenario, Public Sector Banks are in a position to satisfy their customer wants.

Banking Industry, Customer satisfaction, Competitive advantage, Quality service.

"Banking Industry in India: Issues and Challenges", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 11, page no.80-86, November-2018, Available :http://www.jetir.org/papers/JETIR1811102.pdf

"Banking Industry in India: Issues and Challenges", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 11, page no. pp80-86, November-2018, Available at : http://www.jetir.org/papers/JETIR1811102.pdf