Study of customer satisfaction with service quality of public sector banks of India using servqual model

Customer satisfaction is one of the major concern for all business organizations whether manufacturing product or offering services. Number of theories and models are being propounded to understand what makes customers more satisfied. SERVQUAL model help to identify the gap between what customers expect (expectations from a service) and what they really perceive (what they receive). Thus it suggests better understanding of customer's expectations to decrease the gaps and delight the customers. This paper focuses on understanding customer's satisfaction from the services provided by public sector banks using SERVQUAL model. Survey method has been used to collect primary data on expectations and perception of customers on five dimensions (Tangibility, Assurance, Empathy, Reliability and Responsiveness) of service quality and gap was identified. The result suggests that perception of customers on Tangibility, Assurance, Empathy and Responsiveness are less than expectation while it is more in case of Assurance.