CUSTOMER SATISFACTION IN THE BANKING SECTOR: KEY FACTORS AND STRATEGIES FOR LONG-TERM SUCCESS

Abstract

In the contemporary financial landscape, customer satisfaction has emerged as a critical determinant of competitive advantage and long-term sustainability for banking institutions. As traditional barriers to entry diminish and digital fintech solutions proliferate, banks face unprecedented pressure to retain clients through superior service quality. This article examines the primary drivers of customer satisfaction in the banking sector, including service quality, digital convenience, trust, and personalized engagement. Furthermore, it explores strategic frameworks that banks can adopt to enhance customer loyalty, reduce churn, and ensure profitability in an increasingly saturated market. The study concludes that integrating human-centric service models with advanced technological infrastructure is essential for achieving enduring success.