ANVESHAK-International Journal of Management

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Customers' Perception towards Service Quality in Select Public Sector Banks


Affiliations
1 Haryana School of Business, GJUS&T, Hisar, India
2 Department of Business Administration, CDLU, Sirsa, India
     

   Subscribe/Renew Journal


The banking sector is facing a changing market due to new technologies, economic uncertainties, concentrated competition and more demanding customers. Banking is a customer-oriented services industry. Therefore, customer is the focus and customer service is the differentiating factor. The purpose of this paper is to evaluate awareness level of customers regarding various services and to examine the key drivers for enhancing the service quality of various public sector banks. This study helps public sector banks to adopt strategies, to frame their policies and to enhance their soundness in service quality. For this study, the data is collected through the questionnaire. The information is gathered from the different customers of public sector banks (SBI, OBC, PNB and Union Bank of India) in Haryana. The results indicated that the quality of services provided by public sector banks are below customers' expectations and in order to achieve higher level of service quality, bank managers should redesign their strategies so as to provide maximum customer satisfaction in terms of service quality.

Keywords

Customer Service, Awareness Level, Expectations, Perceptions, Service Quality.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Angur, M.G, Nataranjan, R. and Jahera, J.S. (1999), "Service Quality in the Banking Industry: An Assessment in a Developing Economy", International Journal of Bank Marketing, Vol. 17(3), pp. 116–123.

  • Asubonteng, P., Mccleary, K.J. and Swan, J.E (1996), "SERVQUAL Revisited: A Critical Review of Service Quality", Journal of Services Marketing, Vol. 10(6), pp. 62–81.

  • Berry Leonard, L., Parsuraman, A. and Zeithmal Valarie, A. (1988), "A Multiple-item Scale for Measuring Customer Perceptions of Service Quality", Journal of Retailing, Vol. 64(1). pp. 12–40.

  • Gounaris S.P., Stathakopoulos V., M. and Athanassopoulos, A.D. (2003), "Antecedents to Perceived Service Quality: An Explatory Study in the Banking Industry", International Journal of Bank Marketing, Vol. 21(4), pp. 168–190.

  • Joshua, A.J., Moli, V. and Koshi, P. (2005), "Expectation and Perception of Service Quality in Old and New Generation Banks", Indian Journal of Marketing, Vol. 37(3), p. 18.

  • Nunnally, J.C. and Bernstein, I.H. (1994), Psychometric Theory, 3rd ed., McGraw-Hill, NY.

  • Parasuram, A., Ziethaml, V.A. and Berry, L.L. (1985), "A Conceptual Model of Service Quality and its Implication for Future Research", Journal of Marketing, Vol. 49, pp. 41–50.

  • Parasuraman, A., Berry, L.L. and Zeithaml, V.A. (1988), "SERVQUAL: A Multiple-item Scale for Measuring Consumer Perceptions of Service Quality", Journal of Retailing, Vol. 64(1), p. 12.

  • Prabhakaran, S. and Satya, S. (2003), "An Insight into Service Attributes in Banking Sector", Journal of Services Research, Vol. 3(1), pp. 157–169.

  • Poolad, Daneshvar and Ramesh, H.N. (2010), "Evaluation of Internet Banking Services Quality Based on Customer Satisfaction and Expectation—A Study of Indian Banks", Sinhgad Business Review, Vol. 3(1).

  • Tahir, I. and Abubakar, N. (2007), "Service Quality Gap and Customers Satisfactions of Commercial Banks in Malaysia", Intl. Rev. Business Res. Papers, Vol. 3(4), pp. 327–336.

  • Urban, W. (2009), "Service Quality Gaps and their Role in Service Enterprises Development", Technology & Economic Development, Vol. 15(3), pp. 631–645.

  • Valarie A. Zeithaml, Dwayne D. Gremler, Mary J.O. Bitner and Pandit, Ajay, Services Marketing, 4th Edition. The McGraw-Hill companies, New Delhi.

  • Zeng, F. Yang, Z. LI, Y. and Fam, K. (2010), "Small Business Industrial Buyers' Price Sensitivity: Do Service Quality Dimensions matter in Business Markets?", Industrial Marketing and Management, Vol. 40(3), pp. 395–404.


Abstract Views: 1006

PDF Views: 8




  • Customers' Perception towards Service Quality in Select Public Sector Banks

Abstract Views: 1006  |  PDF Views: 8

Authors

Himani Sharma
Haryana School of Business, GJUS&T, Hisar, India
Samta Soni
Department of Business Administration, CDLU, Sirsa, India

Abstract


The banking sector is facing a changing market due to new technologies, economic uncertainties, concentrated competition and more demanding customers. Banking is a customer-oriented services industry. Therefore, customer is the focus and customer service is the differentiating factor. The purpose of this paper is to evaluate awareness level of customers regarding various services and to examine the key drivers for enhancing the service quality of various public sector banks. This study helps public sector banks to adopt strategies, to frame their policies and to enhance their soundness in service quality. For this study, the data is collected through the questionnaire. The information is gathered from the different customers of public sector banks (SBI, OBC, PNB and Union Bank of India) in Haryana. The results indicated that the quality of services provided by public sector banks are below customers' expectations and in order to achieve higher level of service quality, bank managers should redesign their strategies so as to provide maximum customer satisfaction in terms of service quality.

Keywords


Customer Service, Awareness Level, Expectations, Perceptions, Service Quality.

References





DOI: https://doi.org/10.15410/aijm%2F2015%2Fv4i1%2F59873