21st century is witness for the major reforms in the banking sector, practices have been changing and procedures have been changing day by day to meet the expectations of customers. Innovative thoughts are rejuvenating to render banking customer services in an effective and efficient manner. Effectiveness is the ability of the banks to perform services according to the expectations of the customers to satisfy their unmet needs. At present commercial banks are considering the quality perspective of rendering customers services in an effective manner to their customers.In this competition every bank has to provide their customer services in a transparent manner without any deficiencies then the banks can retain their customer and retention rate is minimized.Servival of banks is important than the sustenance. Banks are moving towards from cash to cashless banking services this can be considered as good indication for the development of banking system as well as the economy development. Researcher has made an attempt to study level of customer satisfaction towards customer services of SBI and ICICI by effective rendering of modern banking services.

Keywords : Reforms,Quality Perspective, Unmet Needs, Cashless Banking and Effectiveness.