Determining Customer Satisfaction on Service Quality Constructs Using SERVQUAL Model: Evidence from India's Rural Banks
Keywords:
service quality, correlation matrix, rural bank, SERVQUAL, customer satisfaction
Abstract
The present research paper aims to determine customers' satisfaction with services offered by rural banks in India. The study has considered a total of 400 customers directly associated with the banks, i.e., at least having one account with the banks using the purposive sampling method. The respondents' opinion on the selected variables indicating satisfaction/dissatisfaction level was measured on a Likert scale. The data have been analyzed through statistical techniques such as descriptive statistics, correlations analysis, and regression analysis using Statistical Package for Social Sciences (SPSS). The study indicates that there are interrelationships between the factors, namely intangible infrastructure, reliability, assurance, responsiveness, and empathy, and also validates the variables exhibited a linear relationship relating the constructs to each other. The research also reveals that tangible infrastructure, reliability, and empathy are significant predictors of customers' satisfaction, at the same time, assurance and responsiveness are not appropriate predictors of customers' satisfaction levels.
Downloads
- Article PDF
- TEI XML Kaleidoscope (download in zip)* (Beta by AI)
- Lens* NISO JATS XML (Beta by AI)
- HTML Kaleidoscope* (Beta by AI)
- DBK XML Kaleidoscope (download in zip)* (Beta by AI)
- LaTeX pdf Kaleidoscope* (Beta by AI)
- EPUB Kaleidoscope* (Beta by AI)
- MD Kaleidoscope* (Beta by AI)
- FO Kaleidoscope* (Beta by AI)
- BIB Kaleidoscope* (Beta by AI)
- LaTeX Kaleidoscope* (Beta by AI)
How to Cite
References
Mehbooba Sultana, Jaynal Uddin Ahmed (2022) Customer Perceptions on Service Quality of Private Sector Commercial Banks in India: The Principal Component Analysis. 11(11), 162-167.
J Ahmed (2002) Customer's Satisfaction and Retail Banking: An Assessment of Some of the Key Antecedents of Customer Satisfaction in Retail Banking. 20(4), 146-160.
M Ambashta (2000) Customer Oriented -A Prerequisite for Banks Success. 71(1), 34-40.
Eugene Anderson, Claes Fornell, Donald Lehmann (1994) Customer Satisfaction, Market Share, and Profitability: Findings from Sweden. 58(3), 53-66.
(2005) Information and Communication Technologies for Rural Development : Issues and Options, Volume 1. Main Report and Annexes.
Patience Banda, Simon Tembo (2017) Factors Leading to Mobile Telecommunications Customer Churn in Zambia. 31(3), 143-154.
J Barsky, D (1992) Customer Satisfaction in the Hotel Industry: Meaning and Measurement. 16(1), 51-73.
M Basari, M Shamsudin (2020) Does Customer Satisfaction matter?. 2(1), 1-15.
A Bhatt, D Bhanawat (2016) Measuring Customer Satisfaction using SERVQUAL Model -An Empirical Study. 3(1), 267-276.
Gilbert Churchill, Carol Surprenant (1982) An Investigation into the Determinants of Customer Satisfaction. 19(4), 491-504.
J Cronin, Steven Taylor (1994) Servperf versus Servqual: Reconciling Performance-Based and Perceptions-Minus-Expectations Measurement of Service Quality. 58(1), 125-131.
Smita Shetty (2009) Changing Customer expectations & preferences in Indian Banking. 1(6), 200-202.
R East (1997) Consumer Behaviour: Advances and Applications in Marketing.
Rubogora Felix (2017) Service Quality and Customer Satisfaction in Selected Banks in Rwanda. 06(01), 1-11.
G Franke (1998) Transformation of Banks and Bank Services. 154(1), 109-133.
Ajimon George, G Kumar (2013) Antecedents of Customer Satisfaction In Internet Banking: Technology Acceptance Model (TAM) Redefined. 14(4), 627-638.
(1991) Report on Customer Service.
Kasetti Venkateswarlu (1991) Narasimham Committee Report-Some Further Ramifications And Suggestions. 3(1), 37-40.
Sweety Gupta, Aanchal Aggarwal (2014) Financial Innovations and Technologies: Indian Economy 2020. 16(2), 62-67.
Ping-Lung Huang, Bruce Lee, Ching-Chin Chen (2019) The influence of service quality on customer satisfaction and loyalty in B2B technology service industry. 30(13-14), 1449-1465.
V Jham, K Khan (2008) Customer Satisfaction in the Indian Banking Sector: A Study.
R Kansal, M Singh (2007) Customers Orientation towards Banking Services in Urban Areas of Punjab, Business Vision. 103-113.
Service Quality Perceptions and Overall Satisfaction. 8(4), 309-323.
Abdul Khan, Reshma Lima, Md Mahmud (2021) Understanding the Service Quality and Customer Satisfaction of Mobile Banking in Bangladesh: Using a Structural Equation Model. 22(1), 85-100.
L Kim, A Amran (2018) Factors leading to the adoption of business continuity management (BCM) in Malaysia. 10(1), 179-196.
M Krishnan, Venkatram Ramaswamy, Mary Meyer, Paul Damien (1999) Customer Satisfaction for Financial Services: The Role of Products, Services, and Information Technology. 45(9), 1194-1209.
W Liu, Y Lee, L Hung (2016) The Interrelationships Among Service Quality, Customer Satisfaction, and Customer Loyalty: An examination of the fast-food industry. 20(2), 146-162.
Vishal Mahajan, Richa Misra, Renuka Mahajan (2017) Review on factors affecting customer churn in telecom sector. 9(2), 122.
S Malik (2014) Technological Innovations in Indian Banking Sector: Changed face of Banking. 2(6), 122-128.
Haruna Mohammad, K Yakubu, F Bawuro, B Magaji (2016) Service Quality, Price and Student Satisfaction in Modibbo Adama University of Technology, Yola. Adamawa State Nigeria. 14(3), 1-12.
Asad Mohsin, C Ryan (2005) Tourist attitudes and destination marketing-the case of Australia's Northern Territory and Malaysia. 26(5), 723-732.
S Molem, Akume Bihkongnyuy, B (2018) Technological Innovations, Service Quality and Customer Satisfaction in Cameroons' Mobile Telecommunication Industry. 6(1), 70-81.
J Munusamy, Chelliah, H Mun (2010) Service Quality Delivery and Its Impact on Customer Satisfaction in the Banking Sector in Malaysia. 1(4), 398-404.
Halil Nadiri, Kashif Hussain (2005) Diagnosing the zone of tolerance for hotel services. 15(3), 259-277.
Ravi Nath, Paul Schrick, Monica Parzinger (2001) Bankers' Perspectives on Internet Banking. 1(1), 21-36.
Nesrin Ozatac, Tulen Saner, Zeynep Sen (2015) Customer Satisfaction in the Banking Sector: The Case of North Cyprus. 39, 870-878.
A Parasuraman, Valarie Zeithaml, Leonard Berry (1985) A Conceptual Model of Service Quality and Its Implications for Future Research. 49(4), 41-50.
A Parasuraman, Valarie Zeithaml, Leonard Berry (1988) SERVQUAL Instrument. 64(Spring), 12-37.
Gyan Prakash (2019) Understanding service quality: insights from the literature. 16(1), 64-90.
K Reddy, S Reddy, B Sakunthala (2000) Customer satisfaction on digital banking services by public banks in Hyderabad. 9(1), 29-33.
R Roshnee, R Fowdar (2007) Developing a Service Quality Questionnaire for the Hotel Industry in Mauritius. 13(1), 21.
Roland Rust, Richard Oliver (1994) Service Quality: Insights and Managerial Implications from the Frontier. 1-20.
Farouk Saleh, Chris Ryan (1992) Client perceptions of hotels. 13(2), 163-168.
Navaretnarajah Sanjeepan (2017) A Study on Impact of Switching Cost on Customer Satisfaction for Internet Banking Services at Commercial Banks in Batticaloa. 06(02), 1-6.
G Sureshchandar, Chandrasekharan Rajendran, R Anantharaman (2002) The relationship between service quality and customer satisfaction - a factor specific approach. 16(4), 363-379.
D Yoo, J Park (2007) Perceived service quality -Analysing relationships among employees, customers, and financial performance. 21(9), 908-926.
V Zeithaml, A Bitner, M, J (2003) Services Marketing: Integrating Customer Focus Across the Firm. 14(5), 436-437.
Published
2022-12-17
Issue
Section
License
Copyright (c) 2022 Authors and Global Journals Private Limited
This work is licensed under a Creative Commons Attribution 4.0 International License.