Measuring of services quality in banking industry based on customer perception

Quality in servicing customer is a significant marketing build for banks, but idiosyncrasies in the description of service quality and customer satisfaction, as well as in adapting current instruments to assess them in the global banking industry, include main constraints to reinvestigate and practice. This paper conceptualises the quality of banking services based on the perception of 11,936 customers of a main Indian bank. Five drivers of banking service quality are expanded and argued to be a proxy for customer satisfaction: (1) business and financial dealings, (2) customer alliance, (3) information technology, (4) branch, and (5) image. The resultant structure is expected to serve bank executives when making strategic decisions on how to address their customer.