Customer opinion (measured as customer satisfaction) and behaviour (loyalty) should form the dominant element in assessing the behaviour of banks, together with more objective measures such as credit availability and pricing. It is increasingly becoming a matter of debate between too big to fail versus too small to survive.
Competition must create a level playing field and the desired objective of consumer protection should be built into any competition strategy adopted by the players in the industry. A point that cannot be missed is about the changing face of competition and the role of marketing. Banking has been and will always be a “People Business”.