An attempt is made to study on the role of trust and personalized communication on creating customer bonding in banking sector. The study measures the level of trust, the factors influencing trust, bonding the study also evaluates the degree of satisfaction of customers with respect to personalized communication. The study also focused on understanding the impact of personalized communication in creating trust and bonding among customers. The study proves that trust and personalized communication plays a significant role in influencing customer bonding. Research model was developed to establish the relationship between dependent and independent variables.
Keywords: TRUST, PERSONALIZED COMMUNICATION, CUSTOMER BONDING, BANKING SECTOR