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The impact of perceived service quality dimensions on customer satisfaction: An empirical study on public sector banks in India

Rishi Kant (Department of Marketing and Supply Chain Management, School of Business and Management Studies, Central University of Himachal Pradesh, Dharamsala, India)
Deepak Jaiswal (Department of Marketing and Supply Chain Management, School of Business and Management Studies, Central University of Himachal Pradesh, Dharamsala, India)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 15 May 2017

Abstract

Purpose

In the present competitive scenario in the Indian banking industry, service quality has become one of the most important facets of interest to academic researchers. The purpose of this paper is to determine the dimensions of perceived service quality and investigate their impact on customer satisfaction in the Indian banking context, with special reference to selected public sector banks in India.

Design/methodology/approach

On the basis of the empirical study, the authors validate a measurement model using structural equation modeling for investigating the impact of perceived service quality dimensions on customer satisfaction. The study sample consists of 480 respondents in the National Capital Region (NCR) of India; the data were collected through a structured questionnaire utilizing a seven-point Likert scale while implementing a purposive sampling technique.

Findings

The perceived service quality dimensions identified were tangibility, reliability, assurance, responsiveness, empathy, and image. The empirical findings revealed that “responsiveness” was found to be the most significant predictor of customer satisfaction. On the other hand, “image” (corporate image) has a positive but the least significant relationship with customer satisfaction followed by all other constructs. The exception is “reliability,” which is insignificantly related to customer satisfaction in Indian public sector banks.

Research limitations/implications

The study cannot be generalized in the context of Indian banking sectors, as it only focused on the public sector. The findings of this study suggest that the six dimensions of perceived service quality model are a suitable instrument for evaluating bank service quality for public banks in India. Therefore, bank managers can use this model to assess the bank service quality in the context of Indian public sector banks.

Originality/value

There is dearth of research focusing on corporate image as a dimension of perceived service quality and its effect on customer satisfaction in the Indian banking context. Furthermore, similar studies were rarely found in the Indian context, especially within the public banking sector. Hence, this paper attempts to accomplish the research gap by empirically testing the satisfaction level of a large sample of the population in NCR toward six dimensions of perceived service quality rendered by selected public sector banks in India.

Keywords

Citation

Kant, R. and Jaiswal, D. (2017), "The impact of perceived service quality dimensions on customer satisfaction: An empirical study on public sector banks in India", International Journal of Bank Marketing, Vol. 35 No. 3, pp. 411-430. https://doi.org/10.1108/IJBM-04-2016-0051

Publisher

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Emerald Publishing Limited

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