• Dr. Rupam Mishra

The banking sector has become an essential part of people's lives, providing a wide range of services to meet the increasing needs and expectations of customers. In the past, banks primarily offered savings accounts, and there were only a limited number of banks available. However, with the changing times, the banking industry has faced its fair share of technical challenges. This research focuses on the innovative methods and policies adopted by banks to retain their existing clients and cater to the underserved population. The study aims to explore customers' perceptions of bank innovation and originality. The researcher specifically chose Ahmedabad-based banks as the focus of this study. The city serves as a representative sample for understanding banking practices in a specific region. The study involved 100 bank clients who participated by completing a closed-ended questionnaire. The questionnaire was designed to gather information about their experiences with the bank's creative and technological offerings. By examining customers' perceptions, the study aims to assess the effectiveness of banks' innovative approaches in meeting customer expectations and enhancing their overall banking experience. The research seeks to understand how customers perceive the level of creativity and technical advancements offered by the banks they interact with. Through this research, valuable insights can be gained regarding the effectiveness of banks' creative methods and policies in retaining existing clients and reaching underserved populations. The findings of the study can help banks refine their strategies, tailor their services to better meet customer needs, and develop innovative solutions that enhance customer satisfaction.

Bank, Innovation, Creativity, India

"A STUDY ON FOSTERING CREATIVITY AND INNOVATION IN INDIA'S BANKING INDUSTRY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 9, page no.f491-f498, September 2022, Available :http://www.jetir.org/papers/JETIR2209586.pdf

"A STUDY ON FOSTERING CREATIVITY AND INNOVATION IN INDIA'S BANKING INDUSTRY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 9, page no. ppf491-f498, September 2022, Available at : http://www.jetir.org/papers/JETIR2209586.pdf