Keywords : Customer Perception, Axis Bank, Banking Services, Digital Banking, Service Quality, Customer Satisfaction, Brand Image, Financial Literacy, Ethical Banking, Customer Experience Management (CEM), Private Sector Bank, India.

Abstract : This research explores the perceptions and satisfaction levels of customers regarding the banking services offered by Axis Bank. Customers` opinions and satisfaction levels with Axis Bank`s banking services are investigated in this study. Axis Bank, a significant private sector bank in India, has shaped its brand image and client loyalty through its use of technology, customer experience programs, and ethical banking practices. Based on a standardized questionnaire given to 105 clients, mostly in Ankleshwar, the study uses a descriptive research approach. Digital convenience, service quality, employee conduct, physical infrastructure, and general satisfaction are the main aspects that have been examined. Customer satisfaction with service convenience, mobile banking, and customer assistance is strong, according to the results, which show a largely good client perception. The findings aim to guide strategic improvements and enhance customer-centric service delivery at Axis Bank.

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