Customer Focused Performance of Banking Products and Services: A Study on Selected Banks in Tezpur Town of Assam

Babita Lahkar; Prof. Ratan Borman

Volume : VII, Issue : XII, December - 2018

Customer Focused Performance of Banking Products and Services: A Study on Selected Banks in Tezpur Town of Assam

Babita Lahkar, Prof. Ratan Borman

Abstract :

Customer focused performance measures performance in terms of customer retention, customer satisfaction, etc. In a competitive environment where businesses compete for customers, customer satisfaction is placed as a key element of business strategy. Customer Satisfaction level is assessed for the product and services offered by the selected banks. Thus it is to be examined how customer satisfaction is affected by various dimensions such as reliability, responsiveness, assurance, empathy and tangibility. This paper measured service quality provided by the selected banks using SERVQUAL Model. By taking 110 bank customers of five selected commercial banks of Tezpur town it was found that overall perceived service quality is low as expectations exceed perceptions; negative gap score implying that customers demand more than what is being offered to them. Due to such prevailing gap, it is clear that customers are not satisfied