Quality function deployment technique for banking the unbanked: a case study in Karnataka

G.S. Vijaya and P. Divya Prabhu

International Journal of Productivity and Quality Management, 2021, vol. 34, issue 3, 363-378

Abstract: Financial inclusion is a global issue that the Indian government has been striving to achieve in the last five years. Accessibility and ease of banking services in remote villages is one of the requirements to achieve it. The measure taken by the banks has failed miserably owing to complex and heterogeneous demographics of the country - especially the cultural and lifestyle difference between urban and rural masses. To explore the expectations of rural India and to find out the exact needs of the rural banking and its prospects, this paper has studied the possibilities of implementing quality function deployment in banking services which is rarely done in India. The paper explains how precisely the voice of the rural customer has been captured using quality function deployment matrix. The results of the study have evidenced that this tool can be tested, used, and extended for various service-oriented organisations that include banking.

Keywords: financial inclusion; quality function deployment; QFD; rural banking; services. (search for similar items in EconPapers)
Date: 2021
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