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Antecedents of customer satisfaction: a study of Indian public and private sector banks

Vinita Kaura (Faculty of Management Studies, Mody Institute of Technology and Science, Lakshmangarh, India)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 5 April 2013




The purpose of this paper is to examine the effect of service quality, perceived price and fairness and service convenience on customer satisfaction. It also aims to compare multiple regression models between public and new private sector banks.


A cross‐sectional research on 445 retail banking customers through a questionnaire is conducted. The population of the study consists of valued retail urban customers of banks in Rajasthan, India, who frequently visit bank premises for transactions, have accounts in at least two banks and have availed of at least one information technology based services. Responses are analysed using regression analyses.


Dimensions of service quality are employee behavior, tangibility and information technology. Dimensions of service convenience are decision convenience, access convenience, transaction convenience, benefit convenience and post‐benefit convenience. For public sector banks, except tangibility, all antecedents have positive impact on customer satisfaction. For private sector banks except tangibility and benefit convenience all antecedents have positive impact on customer satisfaction. Significant difference in beta coefficient is found between public and private sector banks regarding employee behavior, decision convenience, access convenience and post‐benefit convenience.

Research limitations/implications

This study has taken into account a specific category of retail banking customers. Thus, it limits generalization of results to other banking populations.

Practical implications

This study highlights the importance of service quality, service convenience and price in satisfying customers. Bank managers can focus on these factors to satisfy customers.


The paper emphasizes the significance of service quality, price and SERVCON on customer satisfaction for Indian banking sector. It compares the multiple regression models for public and private sector banks.



Kaura, V. (2013), "Antecedents of customer satisfaction: a study of Indian public and private sector banks", International Journal of Bank Marketing, Vol. 31 No. 3, pp. 167-186.



Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

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