A study on gap analysis on service quality in axis bank: A customer perspective

Customer satisfaction has become a major source of concern in retail banking business. With exceptional progress in the establishment of banks in India and with competition getting intensified, banks are increasingly interested in retaining existing customers and targeting new customers. This paper discusses about service quality as an indicator of customer satisfaction. For the purpose of measuring customer's satisfaction feedback of 100 existing customers of AXIS Bank is taken regarding their expectations and their perception of actual services being offered to them. The study covers a period of total 60 days from 1^st November, 2012 till 31^st December, 2012 In order to evaluate the performance of bank certain parameters have been used that indicates the strength and weakness of the organization.A survey of 200 individual customers of AXIS Bank across Lucknow was undertaken to collect primary data For the purpose of conducting survey SERVQUAL scale developed by Parasuraman has been used which is based on five dimensions of customer satisfaction. This study throws light on how AXIS bank can boost customer satisfaction. The study revealed that the satisfaction level is highest for the dimension tangibility while it is lowest for reliability. The study will add value to the body of knowledge in this field, from the point of view of researcher and academician.