INFLUENCE OF SERVICE QUALITY ON CUSTOMER SATISFACTION: WITH SPECIAL REFERENCE TO PUBLIC SECTOR BANKS IN TAMIL NADU

mathiyalagan devanathan

Abstract


ABSTRACT

 

Customer service with quality is important in banks, which are the systems and organizational arrangement, as well as the characteristics and behavior of employees/employers towards customers. In order to increase goodwill, capture more customers and to gain customer loyalty, the banks strive to offer quality services. This study was undertaken to know the perception of customers towards the public sector banks in Tamil Nadu. Descriptive study method has adopted and convenience sampling technique was followed. On that basis, a sample size of  256 customers of different public sector banks was selected for this purpose from the major cities of Tamil Nadu state namely, Chennai, Madurai, Coimbatore and Trichy by using Servqual instrument developed by Parasuraman et al., 1998. The result shows that the demographic variables of the respondents have strong negative correlation with the study variables. It is very clear from this study that service quality leads to higher perceived values, customer trust, reputation, customer loyalty as well as customer satisfaction.

Key Words: Customer satisfaction, Perceived Values, Customer Trust, Reputation, Customer Loyalty, Service Quality


References


REFERENCES

Brady, Michael, K. and Cronin, Joseph, J. Jr. (2001),‘Some New Thoughts on Conceptualizing Perceived Service Quality: A hierarchical Approach’, Journal of Marketing, 65:3, 34-49.

Brown, Stephen W. and Teresa A. Swartz (1989) ‘A Gap Analysis of Professional Service Quality’; Journal of Marketing, 53:April, 92-98.

Brown, Tom J., Churchill Jr, Gilbert A. and Peter, J. Paul (1993) ‘Improving the Measurement of Service Quality’; Journal of Retailing ,69:1, 127-139.

Business Today, 2011, ‘India’s Best Banks, BT-KPMG Survey’, 12:24, Nov.24-Dec 7, Delhi, 66-71.

Cronin J., Joseph Jr. and Taylor, Taylor, Stephen A. (1992) ‘Measuring Service Quality: A Reexamination and Extension’, Journal of Marketing, 56, 55-68.

Debasish, Satyhya Swaroop (2003) ‘Service Quality in Commercial Banks: A Comparative Analysis of Selected Banks in Delhi’, Indian Journal of Marketing, 33:3, 3-9.

Economic Times (2000) ‘Critical Success’, Economic Times, New Delhi, 13 September.

Emin and Boller, Gregory W.(1992) ‘An Empirical Assessment of SERVQUAL Scale’, Journal of Business Research 24:3, 253-268.

Fisk Raymond F., Baron, Stephen W. and Bitner, Mary Jo (1993) ‘Teaching the Evolution of Services Marketing Literature’, Journal of Retailing, 69:1, 61-103. Gronroos, Christian (1982) Strategic Management & Marketing in the Services Sector, Helsing fors, Swedish School of Economics and Business Administration.

Gronroos, Christian (1984) ‘A Service Quality Model and its Implications’, European Journal of Marketing, 18:4, 36-44.

Narasimham, M. (1991) Report on Financial Sector Reforms-1991, New Delhi, Committee of Financial Sector, Ministry of Finance, Government of India

Parsuraman A., Zeithaml, Valerie A. and Berry, Leonard L. (1985) ‘A Conceptual Model Of Service Quality & Its Implications For Future Research’, Journal of Marketing 49:Fall, 41-50.

Parsuraman A., Zeithaml, Valerie A. and Berry, Leonard L. (1988) ‘A multiple Item Scale for Measuring Consumer Perception of Service Quality’, Journal of Retailing, 64:1, 12-40. Journal of Services Research, Volume 4, Number 2 (October 2004 - March 2005)

Parsuraman A., Zeithaml, Valerie A. and Berry, Leonard L. (1991) ‘Refinement & Reassessment of SERVQUAL scale’; Journal of Retailing, 67:4, 420-450.

Parsuraman A., Zeithaml, Valerie A. and Berry, Leonard L. (1994) ‘Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: Implications for Future Research’, Journal of Marketing, 58:February, 201-230.

Rust, Roland T. and Oliver, Richard L. (1994) ‘Service Quality: Insights and Implications from the Frontier Service Quality, in Rust, Roland T. & Oliver, Richard L. (eds). New Directions in Theory and Practice, Thousand Oaks CA, Sage Publications, pg. 1-19.

Rust, Roland T., Zahorik, Anthony J., and Keiningham, Timothy L. (1995), Service Marketing, New York, Harper Collins College Publishers, pg. 318.

Zeithaml, Valerie A., Parsuraman & Leonard L. Berry (1993) ‘Strategic Positioning on Dimensions of Service Quality’, Advances in Services Marketing and Manage-ment, Vol.2 (ed.) Teresa A. Swartz, David E. Bowen & Brown W. Stephen, Green-wich, Conn. JAI press, P. P – 207 –228.


پاراگلایدر Full Text: PDF

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.

ISSN : 2251-1555