Customer Perception and Service Quality

Service quality has been viewed as a significant issue in the banking industry. In the present competitive Indian banking context, characterized by rapid change and increasingly sophisticated customers, it has become very important that banks in India determine the service quality factors, which are pertinent to the customer's selection process. With the advent of international banking, the trend towards larger bank holding companies, and innovations in the marketplace, the customers have greater difficulty in selecting one institution from another. In this context, quality of service furnished by banking sector is very important and profitability of their business is closely connected to the quality of service they render. In the increasing competition in banking industry, banks want to differentiate themselves from the competitors and stay ahead in the race. Therefore, a study may be designed while using such models. An important future research direction is to examine the roles of the relationship marketing underpinnings, overall relationship quality and customer satisfaction in creating customer loyalty.