The purpose of this research is to examine reasons and evaluate strategies implemented by the Indian banking industry in tackling jaycustomers in general and in light of the recent demonetization in particular. After a thorough germane literature and theoretical framework on jay-customers and Indian banking industry, researchers framed a well-structured questionnaire for collecting banking employees opinions along with a set of questions framed to conduct in-depth personal interviews with banking customers. The collected data were summarized, coded, and controlled by using Software R and the selected hypotheses were analyzed by the observance of percentile values. More than 90 percent of banking employees said lack of proper supply of cash from the Reserve Bank of India is the major reason for this kind of customer behaviour and shockingly 95 percent of banking customers expressed backdoor preference given by banking employees to some big customers is the major reason. The research confined only two state capitals Amaravati and Bangalore in India and covered only two largest banks one in public and private sector. The research provides useful insight into the crucial reasons for jay-customers’ behaviour from the dyadic perspective of both employees and customers of the Indian banking industry.

1. Introduction
 2. Literature Review
  2.1. Overview of Jay Customer Behavior
  2.2. Forms of Jay-customers Behavior
  2.3. Hypotheses
 3. Research Methodology
  3.1. Sampling and Survey
  3.2. Demographic Profile of the Sample
  3.3. Descriptive Statistics of the Sample
 4. Results
 5. Managerial Implications
 6. Conclusion and Limitations of Study
 References

• Rajasekhara Mouly Potluri(Associate Professor of Management/Marketing, School of Business & Entrepreneurship, The American University of Nigeria) Corresponding Author.
• Lohith Sekhar Potluri(Amrita University)