• SERVICE QUALITY VERSUS CUSTOMER SATISFACTION IN BANKING SECTOR A LITERATURE REVIEW


    Prof Dr. D.Suthamathi and R. Muralidharan


    Designation : Research Supervisor, Department of Management Studies, AVS College of Arts & Science, Salem


    Journal Name : Reserach maGma




    Abstract :
    All banks in India offer similar services but are different in terms of service quality. This paper analyzes the literature as regards service quality and customer satisfaction in the retail banking diligence, and explicates the liaison between service quality and customer satisfaction and their upshot. The findings advocate that enhanced service quality ought to be adopted to give maximum satisfaction to the customer. The paper also underwrites awareness and upbringing for banks to apply these findings to better contour and emphasis their locus in the market and also to afford maximum satisfaction to the customer.


    Keywords :
    Service Quality, Banking Services, Customer Satisfaction, retail banking


    Reference :
    1. Al-Hawari M and Ward T (2006), “The Effect of Automated Service Quality on Australian Banks’ Financial Performance and the Mediating Role of Customer Satisfaction”, Marketing Intelligence and Planning, Vol. 24, No. 2, pp. 127-147 2. Athanassopoulos A D (2000), “Customer Satisfaction Cues to Support Market Segmentation and Explain Switching Behavior”, Journal of Business Research, Vol. 47, No. 3, pp. 191-207 3. Curry A and Penman S (2004), “ The Relative Importance of Technology in Enhancing Customer Relationship in Banking – A Scottish Perspective”, Managing Service Quality, Vol. 14, No. 4, pp. 331-341 4.. Dabholkar P A (1993), “Customer Satisfaction and Service Quality: Two Constructs or One?”, in David W Cravens and Peter Dickson (Eds.), Enhancing Knowledge Development in Marketing, pp. 10-18, American Marketing Association, Chicago. 5. Duncan E and Elliott G (2004), “Efficiency, Customer Service and Financial Performance Among Australian Financial Institutions”, The International Journal ofBank Marketing, Vol. 22, No. 5, pp. 319-342

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