CUSTOMER PERCEPTION TOWARDS SERVICE QUALITY OF COMMERCIAL BANKS : A CASE STUDY OF PUBLIC SECTOR BANKS IN NORTHERN INDIA
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Abstract
Due to the increasing competition in the banking sector, particularly after 1991 financial reforms, the Indian banking sector has undergone immense change. This increasing competition among various commercial banks whether it is public sector banks, private sector banks or foreign banks resulted into the consideration of customer satisfaction as one of the significant strategies of the banks. This research study is carried out to understand the perceptions of retail customers of public sector banks towards the service quality offered in the selected cities of northern India. Descriptive study method was adopted and convenience sampling technique was followed. For this purpose, the data is collected primarily by self administering the questionnaire based on the SERVQUAL Model proposed and developed by Parasuraman, Zeithaml & Berry, 1988; 1991; 1994a; 1994b; to the customers of banks located in Faridabad, Gurgaon, Noida, Ghaziabad, Meerut, Panipat, Delhi, Alwar, Bhiwani, Bharatpur, Palwal, Rewari cities of northern region of India. Four major banks namely, State Bank of India and Punjab National Bank are selected among the various banks in India, since they possess huge market share and assets in the Indian Banking Industry. The research statistical population consisted of all the customers of SBI, PNB bank in the selected cities of northern India. A sample size of 400 respondents is taken. 200 customers from each one of the two selected banks were administered to fill the questionnaire in the selected cities. This research model is based on the computation of perceptions based on the five service quality dimensions, i.e. Reliability, Tangibility, Assurance, Responsiveness and Empathy. The perception score for each service quality dimension is evaluated accordingly and valuable rankings are given to the service quality dimensions based on the perception score so obtained. The reliability score i.e. Cronbach's Alpha for the collected data is 0.83 for all variables which shows that the data is highly reliable.
Research Hypotheses is developed based on the research objectives and tested by using statistical software IBM SPSS-24 version. Multiple Regression Analysis was conducted to test the significance of service quality dimensions. The findings of this research study shows that the banks need to improve their service quality in all the five mentioned service quality dimensions. Also, various suggestions are provided in this study to improve the perception of service quality of these banksReferences
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