The Effect Of Green Banking Initiatives Of Indian Banks On Customer Satisfaction

Abstract

In This era of globalization going green is the popular trend in the banking sector. In this fast changing environment green Banking plays an important role in the banking sector as green banking initiative has provoked banking institutions to introduce digital & Technology impelled services. Retaining customers & customer satisfaction in a bank is more difficult nowadays. The perception of customers and their satisfaction is an important factor that has to be taken into consideration before investing and implementing such Green services as they use this services.This study aims to find out the impact of Green Banking Initiatives on customer satisfaction.

Green banking refers to making the banking transactions electronically/ digitally and to avoid paperwork in transactions.  Green banking, a eco -friendly banking operation, ascertains high retention of customers for a bank. Green banking practices in the private sector banks provide a comfortable access to the customers. A study was conducted in the Banks to investigate the impact of green banking Initiatives and overall services of these banks on customers’ satisfaction. The total 377 respondents have been considered for the stud.