The Antecedents and Outcomes of Customer Satisfaction in Banking Industry Kumari C.M. Veena1, Dr. Ramesh S.2 1Research Scholar, PPMAN0104C, Department of Management, Rayalaseema University, Kurnool, Andhra Pradesh 2Research Supervisor, Dean Management Studies (PG) Mount Carmel College, (Autonomous), Bengaluru, Karnataka Online published on 7 October, 2019. Abstract Purpose The purpose of the study is to find out if the customer satisfaction leads to customer retention and to analyze the factors that bring satisfaction to the customers in the banking industry. Design/Methodology/Approach The descriptive research design was used and Random sampling method was adopted in selecting 984 customers of 2586 branches of eight different banks in Karnataka.. Findings It was found that Relationship Marketing Practices enhances value to the customers leading to customer satisfaction and that satisfied customers stay longer with the same service provider. A higher F value in the regression analysis supports the hypotheses with the p value=.000. Further the t value, Regression co-efficient, is statistically significant with the p value=.000.. Practical Implications Based on the study the results implied that Relationship Marketing practices leads to customer retention in the banking industry by means of creating value to the customer and bringing in satisfaction to them. Top Keywords Relationship Marketing Practices, Customer Value Creation, Customer Satisfaction, Customer Retention, Banking Industry. Top |