author(s)
Surbhi Sethi

abstract
In today’s competitive banking environment, customer expectations are evolving rapidly. Traditional banking models are being challenged by digital transformation and the demand for personalized services. This paper explores the concept of value co-creation in the banking sector, particularly in Punjab, and how it serves as a competitive advantage by fostering stronger customer relationships. Using both qualitative and quantitative analysis, this study investigates the role of customer engagement, technological integration, and employee involvement in co-creating value. The findings emphasize the necessity for banks to shift from service providers to collaborative partners in delivering financial solutions.