Gap analysis: an approach towards meaningful service delivery for improved customer satisfaction by banks in North India

Saumya Dixit, Anurika Vaish and S. Venkatesan

International Journal of Indian Culture and Business Management, 2011, vol. 4, issue 6, 685-697

Abstract: In an ever increasing competitive scenario, delivery of high quality service by service providers plays an important role in creating a differentiating factor. Understanding the need and expectations of the different customer segments is important for meaningful service delivery. The gap between the customer expectation and perceived levels of service leads to the negative consequences for the organisation in the form of customer switching behavior and increased defection rates. The objective of this study is to identify the existing gaps between customer expectation and customer satisfaction levels of different customer categories with respect to the services being offered by the banks. A survey instrument is used as a tool for collecting the primary data while mean and the standard deviation are used as the statistical tools along with representative sampling technique to derive the results.

Keywords: customer satisfaction; customer expectation; gap analysis; service delivery; banks; bank services; banking industry; India; bank customers. (search for similar items in EconPapers)
Date: 2011
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