Service Quality to Satisfaction with Service: A study in Banking sector

ICCMCT-2018 | Special Issue | September 2018 | Published Online: 29 September 2018    PDF ( 215 KB )
Author(s)
Farzana S.Hussain 1

1Assistant Professor, Department of Commerce M.E.S. College, Marampally, Aluva, Kerala (India)

Abstract

In today‟s highly competitive Indian banking sector, the delivery of excellent service quality to customers is a key to success and survival of banking business. This study examines the nature of relationship between service quality and satisfaction with service in a retail bank setting. The specific objectives of the study are to determine the nature of relationship between service quality dimensions as identified by Sureshchander, Rajendran and Anantharaman (2002) and satisfaction with service in the bank. That type of analysis will be helpful to identify and ascertain dimensions of service quality that has significant impact on service satisfaction level of customers. The findings from the study can provide with valuable insights in enhancing service quality to induce greater customer satisfaction and positive behavioural outcomes. Banks are facing ever-intensifying competition, and they have to be sensitive to the demands of well-informed and value-conscious customers. Measuring customer satisfaction offers an immediate, meaningful and objective feedback about clients preferences and expectations.41 item scale to measure bank service quality by Sureshchander, Rajendran and Anantharaman (2002) is used to study perceptions of service quality and Customer Satisfaction with Service Scale of Susskind, Kacmar & Borchgrevink (2003) is used to measure satisfaction among customers regarding the bank‟s service. In this way, the service quality dimensions may be evaluated in relation to service satisfaction and it will be an indication of the strong and the weak points of the bank. This paper intends to relate these two variables in selected public and private banks and to make a comparison of the data collected. The most significant contribution will be interms of the determination of the critical service dimensions. This will enable to gain competitive advantage by a thorough understanding of the critical factors.

Keywords
Bank, Service quality, Satisfaction
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