INTRODUCTION:

Nowadays banks are offering many types of services that are creating saving account, current account, overdraft, online banking, offering loans, providing insurance, providing locker facilities. The customers of the banks are students, companies as well as uneducated also. The aim of the bank is to please all these types of customers who are from various social groups. Being a service provider, the roles of these banks are very crucial in creating confidence and good perception in the customers mind. The relation between customer satisfaction and service quality has many times undergone through intense situations.

A. Parasuraman, Valarie A. Zeithaml and Len Berry examined the relationship between customer satisfaction and service quality between 1983-1988. They identified the principal dimensions of service quality.

After the nationalization of banks in year 1969, the role of banks and categorization has been immensely increased. The banks are the financial institution contributes major part into our economy. In the year 2014 when the concept of financial inclusion came into existence by the Prime of india Mr. Narendra Modi through the special scheme i.e jan dhan yojna. Under this scheme the customer of banks has been increased in urban as well as rural areas of the country. Through this scheme the expansion of banking service takes place at a faster pace.

The basic function of the bank is to fill the gap between rich and poor, it mean rich person deposit money under fixed deposit, recurring etc and the poor person taks money from the bank as loan. In this way bank is acting as a pool between the rich and poor. Apart from it there are various kinds of service provided by the banks.

SERVICE QUALITY DIMENSIONS:

Service Quality is defined as an evaluation of how well the delivered service matches consumer expectations. It is done to assess the deviations that are occurring while delivering the services to potential customers. Businesses that meet or succeed expectations are considered to have high service quality. Service Quality defines the retention power of the company concerning its customers. Customer Retention is the best measure of Service Quality. The 5 main dimensions of service quality of banking services are

1. Tangibility: It defines the appearance of physical facilities, service personnel and equipments used to provide service.

2. Reliability: It defines the accuracy of record keeping, dependability and accuracy in performance.

3. Responsiveness: It define that the service should be quick, proper handling of urgent services and helpfulness of employees.

4. Assurance: It define the competency, credibility and security of service.

5. Empathy: it defines the good communication between customer and employees, caring of customers, listening to customers needs and providing individualized attention.

CUSTOMER PERCEPTION:

It means the mindset of the customer towards the banking service. The perception of the individual person is formed by their prior experience, knowledge, education, value system, belief, peer group etc. It is made prior or before availing the service, but it influences the customer. We can say that it is made in the past.

CUSTOMER EXPECTATION:

It is the want and desire of an individual customer from the bank. It is made for the future. It is made before the bank deliver its service to the customer.

Servqual or Gap Model:

This model was developed by A. Parasuraman, Valarie A. Zeithaml and Len Berry in the year 1985. The model is based on the 5 scale or dimensions which was discussed above. There are five major gap identified between the customer perception and customer expectation. The gaps are as follows:

1. Knowledge gap.

2. Policy gap.

3. Delivery gap.

4. Communication gap.

5. Customer gap.

REVIEW OF LITERATURE:

Srinivas D and Prof. Rao N. Hanumantha:

The dissatisfied customers find lack of responsiveness and empathy by the bank. So far as the satisfied customers are concerned, there exist a long gap between the expected service quality and actual service quality. The suggestion of the customers is that the bank should generate a strong confidence among the customers.

Mishra Uma Sankar, Sahoo Kalyan Kumar, Mishra Satyakama, Patra Sujit Kumar:

The heart of modern marketing is delivering customer satisfaction, which is a post purchase judgment. The expectations exceeding performances are clearly visible with Indian banks. However, the results of principal component analysis indicate that though the dimensions suggested in the model are comparable with the sample results, but the contents of the factors are different.

Dr. M. Biju John:

The Indian banking industry have become most competitive segments of the economy. It is suggested to the banking sector that apart from ensuring the trust of customers, it should improve their operations in providing the customers highly advanced technological services for easy access and instant delivery of services.

Dr. Ramu G. and Anbalagan V.:

The public sector banks in Karur district are losing market share to private and foreign banks. To survive the competation all public sectors banks are forced to introduce new and innovative service.

Dr. Aruna K.:

In the advancement of banking system Information technology has played a vital role. Customers satisfaction can be well measured by the service quality dimensions. Each dimension has a special relevance to every customer. With the advance of technology, enhancement of knowledge and broader exposure to the internet may lead to many more dimensions to measure service quality.

OBJECTIVE:

1. To study the various dimensions of banking service quality.

2. To study the relationship between customer satisfaction and service quality.

3. To identify the most important factors influencing the banking service quality.

RESEARCH METHODOLOGY:

The research design of this research is analytical and exploratory in nature. There are two types of data primary and secondary data. The primary data under this research is collected using structured questionnaire and the secondary data was collected through internet. The population of this research is entire Chhattisgarh and the population size is 50. The sampling technique used is simple random. The study focuses on the various factors which leads to customer satisfaction in the bank and what steps are taken to improve the quality of banking service. To measure the service quality of banking sector in the Raipur city. To identify and study the dimension of service quality of banking service.

DATA ANALYSIS:

PART 1:

DEMOGRAPHIC PROFILE:

1. AGE:

Component	No. of Responses	Percentage
Below 25 yr	22	44%
26-35 yr	9	18%
36-45 yr	6	12%
46-55 yr	7	14%
Above 55 yr	6	12%

2. GENDER:

Component	No. of Responses	Percentage
Male	33	66%
Female	17	34%
Other	0	0%

3. MARITAL STATUS:

Component	No. of Responses	Percentage
Married	22	44%
Unmarried	28	56%
Other	0	0%

4. QUALIFICATION:

Component	No. of Responses	Percentage
12^th Pass	10	20%
Graduate	26	52%
Post Graduate	8	16%
Professional	6	12%
Other	0	0%

5. MONTHLY INCOME:

Component	No. of Responses	Percentage
Below 10000	19	38%
10001-15000	3	6%
15001-20000	7	14%
20001-25000	8	16%
Above 25000	13	26%

6. OCCUPATION:

Component	No. of Responses	Percentage
Government Employee	4	8%
Private Employee	11	22%
Businessman	13	26%
Professional	5	10%
Other	17	34%

7. FAMILY STATUS:

Component	No. of Responses	Percentage
Single family	26	52%
Joint family	24	48%

1. Maximum respondents Belongs to the age of group below 25 years.

2. Male respondents are more than female respondents it means male visit banks more than female.

3. Maximum respondents are unmarried and minimum are married it means unmarried uses the bank service more than married.

4. Graduate, below 10k monthly income, other category occupation and single family gives maximum response.

PART-2

1. Bank Statements are sent on time:

Here 8% of the total population Stongly Agrees with the statement, 44% of the population Agrees with the statement, 24% of the population have neutral opinion about the statement, 16% of the total population Disagrees with the statement where as the remaining 8% Strongly Disagrees with the statement.

2. Safety of transaction is appreciable:

Here 22% of the total population Stongly Agrees with the statement, 52% of the population Agrees with the statement, 22% of the population have neutral opinion about the statement where as 4% of the population Disagrees with the statement.

3. Employees provoke sincere interest in solving problems

Here 10% of the total population Stongly Agrees with the statement, 32% of the population Agrees with the statement, 20% of the population have neutral opinion about the statement, 24% of the total population Disagrees with the statement where as the remaining 14% Strongly Disagrees with the statement.

4. Service is given by your bank as per promised schedule:

Here 16% of the total population Stongly Agrees with the statement, 30% of the population Agrees with the statement, 28% of the population have neutral opinion about the statement, 12% of the total population Disagrees with the statement where as the remaining 14% Strongly Disagrees with the statement.

5. Safety, liquidity and profitability of investment is assured in your bank:

Here 18% of the total population Stongly Agrees with the statement, 50% of the population Agrees with the statement, 26% of the population have neutral opinion about the statement where as 6% of the population Disagrees with the statement.

6. Sufficient staff are available in all counters:

7. Employee have sufficient knowledge about the banking services:

Here 16% of the total population Stongly Agrees with the statement, 42% of the population Agrees with the statement, 16% of the population have neutral opinion about the statement, 16% of the total population Disagrees with the statement where as the remaining 10% Strongly Disagrees with the statement.

8. Right service is given when you approached for the first time in your bank:

Here 18% of the total population Stongly Agrees with the statement, 42% of the population Agrees with the statement, 26% of the population have neutral opinion about the statement, 6% of the total population Disagrees with the statement where as the remaining 8% Strongly Disagrees with the statement.

9. Loyal and personalized customer relationship is ensured in your bank:

Here 18% of the total population Stongly Agrees with the statement, 24% of the population Agrees with the statement, 34% of the population have neutral opinion about the statement, 18% of the total population Disagrees with the statement where as the remaining 6% Strongly Disagrees with the statement.

10. Your bank provides quick and prompt service:

Here 16% of the total population Stongly Agrees with the statement, 36% of the population Agrees with the statement, 20% of the population have neutral opinion about the statement, 18% of the total population Disagrees with the statement where as the remaining 10% Strongly Disagrees with the statement.

11. The bank employees Apologizes for their mistake:

Here 12% of the total population Stongly Agrees with the statement, 30% of the population Agrees with the statement, 16% of the population have neutral opinion about the statement, 20% of the total population Disagrees with the statement where as the remaining 12% Strongly Disagrees with the statement.

12. Employees create confidence in you:

Here 16% of the total population Stongly Agrees with the statement, 36% of the population Agrees with the statement, 14% of the population have neutral opinion about the statement, 24% of the total population Disagrees with the statement where as the remaining 10% Strongly Disagrees with the statement.

13. Handling of customers during peak hours is good in your bank:

Here 10% of the total population Stongly Agrees with the statement, 28% of the population Agrees with the statement, 36% of the population have neutral opinion about the statement, 12% of the total population Disagrees with the statement where as the remaining 14% Strongly Disagrees with the statement.

14. Employees are well dressed and neat in bank:

Here 28% of the total population Stongly Agrees with the statement, 36% of the population Agrees with the statement, 24% of the population have neutral opinion about the statement, 10% of the total population Disagrees with the statement where as the remaining 2% Strongly Disagrees with the statement.

15. Customer centric counseling is given when approached for loan in your bank:

Here 16% of the total population Stongly Agrees with the statement, 46% of the population Agrees with the statement, 26% of the population have neutral opinion about the statement, 4% of the total population Disagrees with the statement where as the remaining 8% Strongly Disagrees with the statement.

16. Caring and individualized attention to customer is given in your bank:

Here 16% of the total population Stongly Agrees with the statement, 30% of the population Agrees with the statement, 32% of the population have neutral opinion about the statement, 14% of the total population Disagrees with the statement where as the remaining 8% Strongly Disagrees with the statement.

17. Employees provide correct response to you:

Here 16% of the total population Stongly Agrees with the statement, 42% of the population Agrees with the statement, 22% of the population have neutral opinion about the statement, 10% of the total population Disagrees with the statement where as the remaining 10% Strongly Disagrees with the statement.

18. Uninterrupted network for e-banking and mobile banking is provided by your bank:

Here 24% of the total population Stongly Agrees with the statement, 46% of the population Agrees with the statement, 18% of the population have neutral opinion about the statement where as 12% of the population Disagrees with the statement.

19. Location of your bank is good for easy accessibility:

Here 28% of the total population Stongly Agrees with the statement, 42% of the population Agrees with the statement, 20% of the population have neutral opinion about the statement, 6% of the total population Disagrees with the statement where as the remaining 4% Strongly Disagrees with the statement.

20. Proper facility of ATM's is provided by your bank:

Here 34% of the total population Stongly Agrees with the statement, 36% of the population Agrees with the statement, 14% of the population have neutral opinion about the statement, 6% of the total population Disagrees with the statement where as the remaining 10% Strongly Disagrees with the statement.

FINDINGS:

1. The maximum respondents belongs to the age group of Below 25, male, unmarried, completed their graduation, monthly income below 10000, Businessman and single family.

2. The most important factor i.e strongly agree which influences the service quality of bank is proper facility of ATM is provided by the bank.

3. The least important factor i.e Strongly disagree which influences the service quality of bank are employee provoke sincere interest in solving problem, service is given by your bank as per promised schedule, sufficient staff are available in all counters and handling of customers during peak hours is good at banks.

LIMITATIONS:

1. The sample size of collecting primary data is only 50 due to limited resources and time.

2. Some people lack interest in filling the questionnaire.

3. One of the major problems faced was lack of time.

4. Lack of information act as a hurdle.

5. Only questionnaire is used for collecting primary data.

6. Some people lack knowledge about filling online form.

7. The data is not much reliable because respondents are far away so can’t judge their seriousness.

CONCLUSION:

After the detailed study we have found that on various factors the customers are satisfied with the bank. The bank employees should try to create confidence in the customers, employees should apologize for their mistakes. The bank should try to build a loyal and personalized customer relationship and should handling of customers during peak hours should be increased. Every employee wants individualized attention when they visit the bank. Banks are trying to reach each and every citizen by opening their branches in most of cities or we can say in every city.

By writing this research paper the greater understanding of service quality and its dimensions are studied. The dimensions of service quality are tangibility, assurance, empathy, reliability and responsiveness. The most popular model of the service quality is servqual or gap model, this model was developed by A. Parasuraman, Valarie A. Zeithaml and Len Berry in 1985. They identified five major type of gap they are knowledge gap, policy gap, delivering gap, communication gap and customer gap. The study focuses on deeper understanding of all these five gaps and what are the main reasons of arising this gap, how these gaps can be minimized, what actions the bank should take to minimize this gap are identified and studied.

The two main parameter by which all the five gaps is causing are customer perception and customer expectation. In simple word customer perception means the prior mindset of the customer formed by the experience, knowledge, education and value belief system towards something. The customer perception is made in the past to view the present aspect of something. The customer expectation is what actually customer wants from the bank, which type of service he/she wants to avail. We can say that customer expectation of the customer is ever changing process as the time passes. So it is important to study this every time.

The various factors which influence the service quality of banks are identified and studied from these 17 factors. The factor which influences the service quality of the bank most is the ATM Machine is using by all the customer in the present time for withdrawal of money, apart from it ATM Machines is also providing various service like mini statement, change of pin, deposit of cash, checking the balance of account etc. ATM machines works 23×7. So from the customer point of view it is one of the major factors influencing the customer satisfaction level.

The least identified factors are:

1. Employees of the banks are not paying sincere attention towards solving the problems of customer.

2. There is difference between the promised and delivered service to the customer is false.

3. Employees are sufficiently present in all the counter is found true.

4. Handling of customers during peak hours is good.

REFERENCE:

1. Dr. Aruna k, Service Quality Dimension of E-Banking Services – A Study with Reference to Vellore District, Nov 11 ,2018, https://iarjset.com.

2. Srinivas D and Prof. Rao N. Hanumantha, Service quality in Commercial Banks: A study of Public Sector Banks in Warangal District, July 2018, https://www.researchgate.net.

3. Mishra Uma Sankar, Sahoo Kalyan Kumar, Mishra Satyakama, Patra Sujit Kumar, Service quality assessment in banking industry of India: A comparative study between public and private sectors, Oct 2010, https://www.researchgate.net.

4. Dr. Ramu G and Anbalagan V, Service quality of public sector Banks - A Study, July 2017, http://granthaalayah.com.

5. Dr. M Biju John, dynamics of service quality in the Indian Banking Sector, Jan 1, 2017, https://pdfs.semanticscholar.org.

6. https://www.rbi.org.in.

7. https://www.questionpro.com.

8. https://www.businessmanagementideas.com.

9. https://en.wikipedia.org.

Received on 19.08.2020 Modified on 11.09.2020

Int. J. Rev. and Res. Social Sci. 2020; 8(3):190-196.

DOI: 10.5958/2454-2687.2020.00012.X