In banking, quality of customer service plays a crucial role in the context of sustained business growth. The relationship between a bank and its customers must be a permanent and enduring one, which needs to be maintained with good quality of services. In the present paper, an attempt has been made to ascertain the level of satisfaction of customers as regards banking services in Belgaum District in Karnataka. It highlights the banks' marketing strategies. The satisfaction level of the customers has been measured and the varieties of new services which influence the satisfaction level of the customers have been analyzed. The level of customer service and satisfaction has been determined with the varieties of services provided by the banks in Belgaum District.

In this era of buyer's market, customers are exercising their right to select the products and services as per their expectations, because there are a number of opportunities and options available for their money to derive complete satisfaction. Belgaum District has 468 bank branches, 261 commercial banks, 114 RRB branches, 92 DCCB branches, and one branch of Karnataka State Financial Corporation (KSFC) as on March 31, 2010. Deposits in the banks in the district stood at 10,209.31 cr as on March 31, 2010, recording a 23% growth over the previous year, while advances were at 6,892.96 cr, an increase of 14%. CD ratio of the district was 68.40% as on March 31, 2010. State Bank of India, with 36 branches in the district, has crossed 3,000 cr business as on March 31, 2010. Most of the bank branches have been entrusted with the task of implementing various poverty alleviation programs and government sponsored schemes, such as (SJSRY), Swarna Jayanthi Gram Swarozgar Yojana (SGSY) Prime Minister Rozgar Yojana (PMRY), etc. Provision of micro-credit to Self-Help Groups (SHG), through bank linkages has proved very satisfactory in the district. DCC Bank has covered 5.82 cr under SHG scheme as on March 31, 2010. Customer service implies the satisfaction of customer needs. They are the backbone for the success of every business organization, including the banking business. Therefore, the banks must concentrate on the level of customer satisfaction by rendering quality services and also by maintaining good relationship with them. The service quality has to meet the customers' specifications and expectations. The banks must know what type of services the customers expect and also their level of satisfaction.

Kumar and Rajesh (2009) averred that working performance of the banks must be improved. Some important parameters to satisfy the customer are technological upgradation, positive attitude of the employees, modern services of banks, etc. Trivedi and Agarwal (2009) examined the quality of service as an indicator of customer satisfaction. Performance of the bank may be evaluated with regard to a set of satisfaction parameters that indicate the strengths and weaknesses of an organization. They also highlighted the five dimensions of customer satisfaction, viz., tangibility, reliability, responsiveness, assurance and empathy.

Managerial Economics Journal, Banking Services, Customer Satisfaction, Banking Services in Karnataka, Banking Business, Karnataka State Financial Corporation, Mobile Banking, Banking Industry, Advertisement Media, Social Banking Environment, Electronic Fund Transfer, Mobile Banking Services, Human Resource Development.