This paper is a review of the literature on branding of financial services. The idea was to untangle and elucidate the complex literature and to bring forth the components required for branding of financial services. The authors considered a form of detailed literature review that analyses the findings of the studies, critiques, and synthesizes representative literature on branding of financial services in coherent way to generate new frameworks and perspectives. The literature is characterized by an absence of studies on the connection between perceived service qualities and customer satisfaction and its subsequent impact on brand- building in financial services.
Literature Review About Activities And Services Of Banking
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A Literature Review on Digital Transformation in the Financial Service Industry
Many financial institutions are operating in every country. The bank is a one of the financial institution. But it differs from other firm because the bank collects money from customer as a deposit and gives money to customer as a loan. So the bank acts as financial intermediaries between the depositors and borrowers.
Visit for more related articles at Journal of Internet Banking and Commerce. The dynamics of service quality and satisfaction of customer on banks situated in various countries indicates that earlier studies offered no consensus over the subject, to confirm the issues and trends of these factors which regulate service quality and customer satisfaction. But there is some evidence that few public, private and foreign banks do not give importance to their retail customer relating to maintenance of service quality and customer satisfaction. In this regard, this research paper focuses with a purpose to report the findings of existing literature to identify decompose and define the dynamics of quality service and satisfaction of customer towards all banking services in Global scenario including India.