Study on customer service quality of commercial banks in Chennai city

Marketing

International Conference on "Innovative Management Practices"

Service Quality is the degree of excellence in the service performance. Quality in customer service is the only way a business can differentiate itself from its competitors. It is regarded as a strategic organizational weapon. This study aims to find out the most important attributes of service quality in commercial banks which can be used to evaluate the characteristics of banking service quality as perceived by customers and it attempts to measure and compare service quality among private, public and foreign banks in Chennai city on the basis of customer’s expectations and perceptions of quality of services. Service quality measure is based on modified version of SERVQUAL as proposed by Parasuraman et al. (1988), which involve five dimensions of Service quality, namely Reliability, Responsiveness, Empathy, Assurance, and Tangibles.With respect to customer services there are notable perceived differences. Hence this study on customer service quality of commercial banks looks for bringing out the differences between perceptions of customers of these banks. This study is descriptive and analytical in nature. The collected data is analyzed by obtaining the mean scores of the various servqual dimensions both for expectations and perceptions. Such mean scores are compared with each other to find the gaps between expectations and perceptions. The service quality gaps of customers of various types of banks are compared. Further these gaps are cross tabulated with the profile of consumers. The research proves that empathy and responsiveness plays the most important role followed by tangibility, assurance, and finally the bank reliability. The gap scores on reliability, assurance and empathy dimensions seem to be more or less the same, all the three types of banks are lagging behind being responsive to customer requirements. The study adds value to in the field of banking service quality for development and also opens new areas of research.

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