Abstract A critical goal of this paper is to analyse different articles and determine the most suitable approaches that are utilised to evaluate customer satisfaction in the banking segment. To discover this information, ten quantitative and qualitative scholarly publications were selected by using keywords such as “customer satisfaction”, “survey”, and “banking industry” in databases including Google Scholar (6 articles) and ResearchGate (4 articles). The findings showed that researchers tended to prioritise questionnaires and other quantitative methods to measure customer satisfaction. Qualitative strategies were also used, and they attempted to provide valuable insights about factors affecting reactions of consumers with the help of interviews. This paper can be actively used by scholars to select the most suitable research paradigm to unveil the insights of the banking industry and discover the effects of different factors on consumer perceptions of brands. Thus, apart from the beneficial intentions of these approaches, it was revealed that generalisation and limitation of scope were the primary drawbacks. Consequently, it could be said that increasing the sample size and using mixed-methods (both quantitative and qualitative) can enhance the outcomes and eliminate the issues mentioned above. Introduction Today, banks play a critical role in everyday lives, as they offer various services and monitor financial transactions. Thus, the rivalry in this segment continues to intensify since the preferences and demands of the clients are changing (Sahu, Dash, & Kumar, 2017). This matter is one of the drivers for the rising popularity of customer satisfaction tools. In this case, many studies were conducted, and they revealed a connection between customer satisfaction and various factors such as quality of the provided services, employees, and consumer attitudes (Abdullah, Manaf, Yusuf, Ahsan, & Azam, 2014; Lee & Park, 2014). Nonetheless, these publications had critical limitations. This fact and a pivotal role of customer satisfaction in the service segment highlighted the essentiality of conducting additional research to discover the most suitable research methods. In this case, the primary goal of the paper is to review various methodologies that are used to assess a level of satisfaction among customers in the banking industry. In the first place, a sequence of steps to select the most relevant articles will be discussed profoundly. Meanwhile, the following chapter will focus on the description of the selected articles and analysis of research paradigms. In the end, the conclusions are drawn to summarise the main findings of the paper. Methodology To conduct the research, ten articles covering consumer satisfaction were chosen based on the results from ResearchGate and Google Scholar. It was prioritised to find publications that attempted to evaluate a situation in New Zealand. In the first place, information was searched in Google Scholar with the help of keywords such as “customer satisfaction”, “survey”, and “banking industry” (56,000 results). After that, the concepts of sampling methods were applied, and the year was specified to “from 2013” (16,000 results). Subsequently, adding a keywo