Customers Expectations & Perceptions of Service Quality of Commercial Banks
Keywords:
Commercial Banks, Customer Satisfaction, Service Quality, SERVQUAL, Service Quality PerceptionAbstract
Quality is the keyword for survival of organizations in global economy. Quality of service is not only an important parameter of operational efficiency, but has a positive relationship with customer satisfaction. Quality of service is crucial to both the customers and the banks. Due to advancement in technology, there is a complete paradigm shift in the functioning of banks and delivery of banking services. In order to survive the competitions in the present globalized environment, banks have to identify the customers’ needs and expectations and not only deliver quality services but should constantly improve on them. The purpose of this paper is to determine the customers’ perception toward the banking services with a sample size of 500 customers taken from selected branches of commercial banks from selected districts of Nagaland. The overall service quality and customer satisfaction of commercial banks is being done by comparing the Means of all dimensions’ Mean Consideration and Mean Experience covering all the items. The finding of the study shows that different age groups and marital status groups of customers have different perception towards the banking services. It also reveals that both the age groups as well as marital status groups of customers experience less than what they expect in the overall service quality of commercial banks. It is, therefore, suggested that banks take necessary steps to understand the needs and expectations of all categories of customers and also adopt innovative strategies to fulfill their expectations.
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