Customer Perceptions Towards Service Quality in Indian Banks: A Select Study

Measuring Service Quality has been widely utilized in banking sector. The present study aims at identifying the customer perceptions towards service quality in select Public and Private Sector banks. The service quality is quantified with the help of a modified SERVQUAL model using dimensions Tangibility, Reliability, Responsiveness, Assurance and Empathy. The banks must focus on bringing in innovation in these parameters to maintain a high quality of service and achieve higher satisfaction, which subsequently develops customer trust towards the company. By bringing innovative changes to improve the service quality, the banks can also increase their competitive advantage and customer retention as service quality has a significant relationship with customer loyalty.