Main Article Content
Abstract
Customer service is the life of any business and when customers are not happy, the life of any business is threatened. The way a customer is treated goes a long way in projecting brand image. Banking industry also is no exception to it. The financial services industry heavily depends on high-quality customer service, as customers need to feel secure that their money is in the right hands. This paper tries to project the importance of customer service, its impact on customer satisfaction. This is a descriptive paper and author has used secondary sources to collect information. Also an attempt has been made to identify some customer service strategies of banks and its effect on the overall brand image of banks.