In today’s economic uncertainty and turbulence, creating and maintaining loyal relationships with banking customers are vital for business success. Espousing a holistic marketing orientation means integrating the value exploitation, value creation, and value delivery activities with the purpose of building long-term, mutually satisfactory relationships with customers. The purpose of this article is to determine the influence of holistic marketing orientation on customer value. The data were collected from the customers of selected new generation banks in Kerala through questionnaires. Findings indicate that holistic marketing orientations have significant and positive associations with customer value. Researcher concludes that holistic marketing strategies could guarantee to capture customer value and in order to earn and retain bank’s business. Researcher recommends that all firms should adopt holistic marketing orientation concepts, in order to capture customer value and sustain firms’ profitability locally and globally.