Volume : 2, Issue : 3, March - 2013

Customer Perception of Service in Banks

Ranjith P. V, Dr. Subhash Kulkarni

Abstract :

Service quality is an important area in the competitive world of today. Banks are now understanding the need to focus on service quality and maintaining it. The measuring instrument used in this study is a combination of the SERVQUAL questionnaire and BSQ questionnaire to understand the important parameters for service quality in banks and to classify the respondents based on the perceptions(using cluster analysis). An analysis covering a sample of 101 consumers revealed the perceptions of customers Design/Methodology–The study is done on a sample size of 101 consumers using a structured questionnaire consisting of 37 questions for the purpose of data reduction using cluster analysis and non parametric tests with respect to type of bank Practical Implications– This study will help to identify most important attributes and segmentation of people with respect to the attributes in banks