Customer satisfaction in retail banking : current and future research trends

The article discusses current trends and directions of research related to diagnosing the level of customer satisfaction in retail banking. The authors review the literature and organize the main research areas. In addition, they undertake a discussion and review of current directions of customer satisfaction studies and propose new directions resulting from current research gaps. The problem of customer satisfaction surveys has been presented both ways - from the research and scientific perspective, as well as from the viewpoint of customer satisfaction surveys completed by one of the biggest banks in the worl