Volume : III, Issue : VIII, August - 2013

Indian Rural Customers Perception on Service Quality (Servqual) in Retail Banking

Debayan Nandi, Debarati Deb

Abstract :

A worrying absurdity in the Indian banking industry is the amount of reported customer dissatisfaction with banks, regardless of large–scale efforts of the banks, over many years, to try to progress their service to the customers. In response to escalating competition, increased customer needs and pressure of customer crowd at the bank, the private banks as well as nationalized banks have taken many steps to try to improve their service quality over the last few years. This study provides working professionals of the banks with an empirically derived outline to help them judge the likely impact of any service quality initiative. It also sorts out quality factors of the retail banking sectors in terms of their relative importance and their effect on satisfaction and dissatisfaction level of the customers. This research seeks to investigate the factors envisaging customer loyalty in retail banking in rural areas of India. The results exhibit some SERVQUAL dimensions in predicting Indian rural customers’ satisfaction in retail banking.

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Debayan Nandi, Debarati Deb Indian Rural Customers Perception on Service Quality (Servqual) in Retail Banking Indian Journal of Applied Research, Vol.III, Issue.VIII August 2013

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