An empirical study on customers’ preference towards service quality (with special reference to selected banks in Odisha)

In the past, banking was concerned only with borrowings and lending activities. But at present banking is catering entire requirement of individual customer and is emerging as potential sector for the consistent growth of business. Customer retention is of the top priority of the banks. All banks are surging ahead to project themselves as the most preferred bank by customers as they are becoming more sophisticated in their needs and are increasingly demanding higher standard service. To them service means customer satisfaction, customer delight, excellent service delivery and customer relationship etc. In recent years, a number of private players and foreign banks have entered the Indian market and made it more competitive. The survival and growth of a bank not only depends on its ability to provide qualitative service to its customers but in building a longterm mutually beneficial and trust worthy relationship with its customers. In the present study, the researchers decide to undertake a research study with regard to customers’ preference towards banking attributes.