External service quality and customer relationship management with reference to retail banks

The prime objective of the research work is to Study the external Service quality with respective to retail bank and to analyze the influence of service quality to customer behaviour with respective to retail banks. The results of the research study reveal that there appears to be lack of awareness with the bank customer as well as adoption of Extended Support System available in the market. It is suggested that the successful implementation of External service quality can be achieved only if the bank can create the right environment, culture and attitude of the customer aiming to serve the customers in the best possible manner.