 Service Quality: Insights From The Indian Banking ScenarioKoushiki Choudhury Australasian marketing journal, 2008, vol. 16, issue 1, 48-61 Abstract: The Indian banking industry is going through turbulent times. With the lowering of entry barriers and blurring of product lines of banks and non-banks since the financial sector reforms, banks are functioning increasingly under competitive pressures. Hence, it is imperative that banks maintain a loyal customer base. In order to achieve this and improve their market and profit positions, many retail banks are directing their strategies towards increasing customer satisfaction and loyalty through improved service quality. Moreover, with the advent of international banking, the trend towards larger bank holding companies, and innovations in the marketplace, customers have greater and greater difficulty in distinguishing and selecting one institution from another. Therefore the current problem for the banking industry in India is to determine the dimensions of customer-perceived service quality. This is because if service quality dimensions can be identified, service managers should be able to improve the delivery of customer perceived quality during the service process and have greater control over the overall outcome. Keywords: service quality; dimensions; attitude; competence; convenience; tangibles (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:16:y:2008:i:1:p:48-61 DOI: 10.1016/S1441-3582(08)70004-1 Access Statistics for this article Australasian marketing journal is currently edited by Roger Marshall More articles in Australasian marketing journal from Elsevier |
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