“…Since the inception of liberalization of Indian economy in the 1990s, Indian banking industry has undergone multifarious reforms, which are basically targeted to create a more efficient, competitive, diversified and profitable banking system Bardhan, 2019, Rakshit andBardhan, 2022). The private banks have earmarked their presence in the Indian financial services sector by adopting customer service-oriented approach (Patel et al, 2020), which guarantees superior quality services, advanced information and communication technology (ICT), provision of noncore services, hiring professionals, better customer experience and impressive career progression.…”