IJMMR Volume 2, Issue 3 (March, 2011) ISSN 2229

IJMMR Volume 2, Issue 3 (March, 2011) ISSN 2229‐6883 The Journal of Sri Krishna Research & Educational Consortium

INTERNATIONAL JOURNAL OF MARKETING AND MANAGEMENT RESEARCH Internationally Indexed & Listed Referred e-Journal

AN EMPIRICAL STUDY ON CUSTOMERS’ PREFERENCE TOWARDS SERVICE QUALITY (WITH SPECIAL REFERENCE TO SELECTED BANKS IN ODISHA) DR. B.CHANDRA MOHAN PATNAIK*; DR. IPSEETA SATPATHY**; PRAKASH KUMAR PRADHAN*** *School of Management KIIT University Bhubaneswar Odisha E-mail: [email protected] [email protected] **School of Management KIIT University Bhubaneswar Odisha E-mail: [email protected] ***School of Management KIIT University Bhubaneswar Odisha E-mail: [email protected] ABSTRACT In the past, banking was concerned only with borrowings and lending activities. But at present banking is catering entire requirement of individual customer and is emerging as potential sector for the consistent growth of business. Customer retention is of the top priority of the banks. All banks are surging ahead to project themselves as the most preferred bank by customers as they are becoming more sophisticated in their needs and are increasingly demanding higher standard service. To them service means customer satisfaction, customer delight, excellent service delivery and customer relationship etc. In recent years, a number of private players and foreign banks have entered the Indian market and made it more competitive. The survival and growth of a bank not only depends on its ability to provide qualitative service to its customers but in building a longterm mutually beneficial and trust worthy relationship with its customers. In the present study, the researchers decide to undertake a research study with regard to customers’ preference towards banking attributes. KEYWORDS: customer preference, service quality, total score, ideal score & least score.

INTRODUCTION In this electronic era, the service sector has been showing promising signs across the globe. Competition and technological

advancement are the twin factors that have brought about unimaginable changes in customer services. India is also sailing in accordance with current global trends. In our country, the service sector’s

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IJMMR Volume 2, Issue 3 (March, 2011) ISSN 2229‐6883

contribution to the national economy is to be perceived at the macro angle. Banks in India are characterized by huge network of branches supported by strong banking system and their products and channel of distribution capabilities can be matched with those of the leading international banks. Banks desiring to become global must have carved a niche for themselves in India and other well established markets, says a report of consultancy major Ernest and Young, as they would be major source of revenue generators of the financial system. External service quality, which refers to the quality of service delivered to the customers, has gained importance in the light of increasing customers’ estimations, and changing customer preferences. External service quality offered to customers in generally referred to as service quality. Providing high quality service enhances customer retention rates, helps to attract new customers through positive word of mouth advertising, increase productivity, leads to higher market share, financial performance and profitability. With the emergence of new generation banks, introduction of technology, competition and deregulation etc., new dimensions to customer service have been added. In the present scenario, customers delight, has been a buzzword in banking. The external and internal service quality in banks is a compulsory requirement for the survival of banks in the industry. OBJECTIVE OF THE STUDY ¾ To study the customer satisfaction in banks under study ¾ To identify the factors with regard to service quality ¾ To analyze whether there is any difference in attitude with regard to service quality for different banks

¾ To make comparative analysis of customer’s satisfaction in various banks. ¾ To suggest appropriate steps for improvement. LIMITATIONS OF THE STUDY ¾ The study is restricted to the selected branches of Odisha only. ¾ The study is restricted to customers of AXIS Bank, UCO Bank and Punjab National Bank only. ¾ The sample is limited; it may not represent scenario of all the customers’ preference. ¾ The period of study conducted for the period of 4 months i.e. May 2010 to August 2010. REVIEW OF LITERATURE In view of the fact that customer satisfaction is indispensable in the banking organization, many government and nongovernment agencies as well as individual academicians and practitioners undertook various studies. Oliver (1980) expressed their view about customer satisfaction that customer satisfaction is a feeling or attitude of a customer towards a product or service after it has been used and is generally described as the full meeting of one’s expectation. Codatte (1987) argued that customer develops norms for product experience and these, rather than expectation from a brand’s performance, determine the confirmation/ disconfirmation process. Westbrook (1991) has argued that in addition to the cognitive components as both coexist and make independent contribution to the satisfaction judgments. Levesque (1996) conducted a study to confirm and reinforced idea that unsatisfactory


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customer service leads to drop in customer satisfaction and willingness to recommend the service to a friend. This would in turn lead to an increase in the rate of switching by customers. East (1997) suggested that customer satisfaction is a major outcome of marketing activities whereby it serves as a link between the various stages of customer buying behavior. If the customers are satisfied with a particular service offering after its use, then they are likely to engage in repeat purchase and try time extensions. Researchers like Jamal (2002) and Campbell (2006) have evaluated services of banks in term of customer satisfaction parameters and , therefore, have made good contribution in the field of research in the area. However, human customer is a complex organism, always changing with changing times, the preference and priorities also do not remain static which change his/her perception about the satisfaction or dissatisfaction regarding the services he/ she gets from banks. Taking this into consideration, the above studies lose their relevance and there is need to conduct a fresh study on the subject. It is against this backdrop that the present study is undertaken with a view to fill up this gap. RESEARCH UNIVERSE METHODOLOGY

AND

With reference to the selection of the research universe the state of Odisha has been selected with specifications to the

compulsions of the geographical territory, linguistic boundary, and administrative settlement commonness. Odisha is an Eastern Indian state, the state boundaries are on the Bay of Bengal Sea. SouthAndhra Pradesh, West –Chhattisgarh and Jharkhand, North- West Bengal having a total area of 1,55,707 Square Kilometers with total population of 36,706,920 ( as per Indian census survey-2001) , population density 236 per Square Kilometers, Sex Ratio 972 literacy rate of 63.61%. The state is comprising of 30 districts (Administrative Divisions) and 58 Sub-Divisions. SAMPLING PLAN In support to the objective of the research there is a primary research through questionnaire administration method in the field through stratified random sampling method covering the state through regional, geographical, economic, cultural, lingual and settlement wise and to analyze the data. Total 350 questionnaire served, 284 customers responded which is 81.14%. This includes 103 respondents are of AXIS bank customers, 94 are PNB bank customers and rest are of UCO bank of various branches in Odisha. In order to measure the levels of satisfaction with regard to various attributes, a five point scale, viz. extremely satisfied, satisfied, neither satisfied nor dissatisfied, dissatisfied, extremely dissatisfied, is being used.

TABLE-1 Area

Questionnaire served

Response Percentage of response

Bhubaneswar

50

38

Bramhapur

50

32

Cuttack

50

43

Urban Population

45.75%


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IJMMR Volumee 2, Issue 3 3 (March, 2011) ISSN 2 2229‐6883

Sem mi-Urban Poopulation: Khurda Road R

25

18

Aska

25

16

gar Bhanjanag

25

21

Athagarh

25

17

Jaanla - Khurda K Distriict

25

16

Patia - Khhurda Districct

25

13

Sundarapaada - Khurdda District

25

19

Mendhasaala– Khurda District

25

14

Total

350

284

29.15%

Rurral Populatio on:

25.10%

100

Chart‐1 1:Response 100

0

Served

CUSTOM MER PRE EFERENCE E WITH REGAR RD TO SERV VICE QUA ALITY levels of To meaasure the preference p customerrs with regaard to serviice quality the varriables/attribbutes identtified are credibilitty , cusstomization ,service consisten ncy, acceess and service componeents, innovaation and employee behavior, record maintenannce and y . For the purrpose of reliability quantification of the respo onses of h been assigned a as customerrs, weights have +3,+2,+11, 0 and -1 for the reesponses “ extremelyy satisfied”, “ satisfied””, “ neither satisfied nor dissatisffied”, “ dissaatisfied”, “

Response

extrem mely dissatissfied”, respeectively. Final scoress for each ffeature are calculated by b multipplying the number n of responses by b the weeights of corrresponding responses. R CALC CULATION N OF CUSTOME C SATIISFACTION N: IDEAL AND A LEAS ST SCOR RES Ideal scores are ccalculated byy multiplyinng n off respondennts in eacch the number categoory with (+33 ) and prod duct with tottal number of attribbutes. Leasst scores arre o calcullated by muultiplying thhe number of respon ndents in each category with (-1) annd the prroduct with number off attributes in i the quuestion.

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TABLE-2: CREDIBILITY AND CUSTOMIZATION ATTRIBUTES:

Banks

Equation

Ideal Score

Equation

Least score

AXIS BANK

10x 3 x103

3090

10 x -1 x103

-1030

PNB

10 x3 x94

2820

10 x -1 x 94

-940

UCO BANK

10 x3 x87

2610

10 x -1 x 87

-870

TABLE-3: SERVICE CONSISTENCY, ACCESS AND SERVICE COMPONENTS ATTRIBUTES

Banks

Equation

Ideal Score

Equation

Least score

AXIS BANK

8 x3 x103

2472

8 x -1 x103

-824

PNB

8 x 3 x94

2256

8 x -1 x 94

-752

UCO BANK

8 x 3 x87

2088

8 x -1 x87

-696

TABLE-4: INNOVATION AND EMPLOYEE BEHAVIOR ATTRIBUTES

Banks

Equation

Ideal Score

Equation

Least score

AXIS BANK

7 x3 x 103

2163

7 x -1 x 103

-721

PNB

7 x 3 x 94

1974

7 x -1 x 94

-658

UCO BANK

7 x 3 x 87

1827

7 x -1 x 87

-609

TABLE-5: RECORD MAINTENANCE, RESPONSIVENESS AND RELIABILITY ATTRIBUTES Banks

Equation

Ideal Score

Equation

Least score

AXIS BANK

10x 3 x103

3090

10 x -1 x103

-1030

PNB

10 x3 x94

2820

10 x -1 x 94

-940

UCO BANK

10 x3 x87

2610

10 x -1 x 87

-870


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FINDINGS OF THE STUDY

TABLE-6: CUSTOMER SATISFACTION LEVEL WITH REGARDS TO CREDIBILITY AND CUSTOMIZATION ATTRIBUTES OF AXIS BANK, PNB AND UCO BANK.

Aggregate score of Different banks Service Quality

AXIS BANK

PUNJAB BANK

Proper security arrangement at the Bank

261

200

168

Confidentiality of A/cs details

266

215

175

Satisfaction Locker Service

254

229

150

Good image of the bank

260

230

141

Updating Information

279

231

161

Individual attention problem

274

208

126

A bank employee is always at the information 264

227

190

Prompt service by bank

246

242

171

Sufficient cash at the centre

262

228

158

253

195

154

Bank staff information

providing

NATIONALUCO BANK

necessary

Total Score

2619(84.76) 2205(78.19)

1594(61.07)

Ideal Score

3090

2820

2610

Least Score

-1030

-940

-870

No. of Respondents

103

94

87

Source: Compiled from field survey Note: The calculated values of aggregate scores of different level of satisfaction are shown in Annexure A, B and C respectively.


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Chart‐2: credibilitty and custo omization UCO BA ANK PUNJAB NATIONAL BA ANK AXIS BA ANK ‐1000

0

1000 Totaal Score

2000 Ideal Score

3000

4000

5000

L Least Score

there was no neegative sco ore. On thhe wholee, the level oof satisfactioon is high foor An exam mination of Table-6 T reveals that on AXIS bank custom mers it is 844.76% of ideal the whoole, customeers are sattisfied for score,, while it is 78.19% andd 61.07% foor credibilitty and customization atttributed on Punjabb National Bank andd UCO bannk a comparratively bettter scale. Intterestingly, respecctively. TABLE E-7: CUSTO OMER SAT TISFACTIO ON LEVEL WITH REG GARDS TO O SERVICE E CONSIISTENCY, ACCESS A AND A SERVIICE COMPONENT AT TTRIBUTE ES OF AXIS S BA ANK, PNB AND A UCO BANK. B INTERP PRETATIO ON

Agggregate sco ore of Diffferent bankks Service Quality Q

AXIS BAN NK

PUN NJAB BA ANK

NATIONA ALUCO BAN NK

Consisten ncy in staff performance

272

2166

178

Honest Baank staff

241

2377

181

Easily app proachable manager m

251

2355

200

Extensionn of banking hours

247

1833

166

Easily asssemble ATM M

286

2188

149

Polite and d courteous bank b staff

276

2433

186

Consisten ncy in the Coomputer operrations 264

2099

195

Punctualitty in opening g the branchh

287

2244

152

Total Scorre

21244(85.92) 17665(78.23)

407(67.399)

Ideal Scorre

24722

22556

2088

Least Scorre

-8244

-752

-696


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103

No. of Resspondents

87

94

Note: Thhe calculatedd values of ag ggregate scoores of differrent level off satisfaction n are shown in i Annexure A, B and C respectivelly.

Charrt ‐3:service consistency,, access and d service com mponent

UCO BA ANK PUNJAB NATIONAL BA ANK AXIS BA ANK ‐1000

0

1000 Totaal Score

2000 Ideeal Score

3000

4000

5 5000

L Least Score

85.92%, for Punnjab Nationaal bank it is UCO bank it is 67.39% %. 78.23% and for U In the taable-7, it shhows that in i case of s is betteer. For alll three bankks the ideal score service consistency,, access annd service Howeever, from ppreference point p of view w componeents the perccentage of tootal scores again it is AXIS S bank whiich leads thhe against the t ideal sco ore for AXIIS bank is f by PNB and UCO U bank. table followed TABLE E-8: CUSTO OMER SATISFACTIO ON LEVEL WITH W REG GARDS INN NOVATION N AND EM MPLOYEE BEHAVIOR ATTRIBUTES OF A AXIS BANK K, D UCO BAN NK. PNB AND INTERP PRETATIO ON

Service Quality Q

Aggrega te score off Differentt banks AXIS BAN NK PUNJAB B NATIONA AL BANK UCO U BANK K

Excellent output from m ATM

281

231

1 155

Immediatee rectificatioon of ATM

238

225

1 152

Clear answ wer for the question q

256

197

1 166

Willingneess to help

280

191

1 179

Regularly y sending bannk statementts 283

226

1 187

Availabiliity of bank staff for need ds 286

209

1 195

Listening

293

244

1 183

Total Scorre

1917(88.663) 1523(777.15)

1 1217(66.61)


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Ideal Scorre

2163

1974

1 1827

Least Scorre

-721

-658

-609

No. of Resspondents

103

94

8 87

Source: Compiled C fro om field survvey Note: Thhe calculatedd values of ag ggregate scoores of differrent level off satisfaction n are shown in i Annexure A, B and C respectivelly.

Chart ‐4:In nnovation a and employeee Behaviou ur UCO BA ANK PUNJAB NATIONAL BA ANK ANK AXIS BA ‐1000

0

1000 Totaal Score

2000 Ideeal Score

INTERP PRETATIO ON The scorres for inno ovation and employee behavior attributes thhe percentagge of total CO bank is score agaainst ideal score for UC

3000 Least Score L

4000

5000 5

67.39%, in case of o PNB it iss 78.23% annd A bank it is 85.92% %. So AXIIS for AXIS bank here h also moost preferredd bank by thhe samplle respondennt as compared to others..

TABLE E-9: CUSTO OMER SAT TISFACTIO ON LEVEL WITH REG GARDS TO O RECORD D MAINTENANCE, RESPONSIIVENESS A AND RELIA ABILITY A ATTRIBUTE ES OF AXIIS BA ANK, PNB AND A UCO BANK. B Aggrregate scorre of Diffeerent bankss Service Quality Q

AXIS S BANK K

PUN NJAB BAN NK

N NATIONAL LUCO BANK K

Clarity off communicaation by bankk

246

215

184

Staff displlaying discreeet

232

211

161

Trusting

271

237

206

Competen nt Service

270

244

168

Understan nding specifiic need

252

226

168

Bank stafff encouraginng

253

214

200


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Simple an nd easy to opperate proceddure

243

218

193

Maintenan nce of record ds

253

250

207

Neat andd comfortablle interior of the bank 277

202

159

Positive attitude a towards customeers

288

215

184

Total Scorre

2585((83.66) 2232 2(79.15)

1830(70.11))

Ideal Scorre

3090

2820 0

2610

Least Scorre

-10300

-940 0

-870

No. of Resspondents

103

94

87

Source: Compiled C fro om field survvey Note: Thhe calculatedd values of ag ggregate scoores of differrent level off satisfaction n are shown in i Annexure A, B and C respectivelly. Chart ‐‐5:Record maintenance,, Responsiveeness and Reeliability

UCO BA ANK PUNJAB NATIONAL BA ANK AXIS BA ANK ‐1000

0

1000 Totall Score

2000 Ideeal Score

INTERP PRETATIO ON In table-99, where thee satisfactionn level for record maintenance m , responsiveness and reliability y attributes computed, shows s that the perceentage of to otal score to o the ideal score is 79.15% 7 for PNB and it is 70.11% of ideal score s for UC CO bank andd for AXIS bank it iss 83.66%. SUGGESTIONS Satisfactiion of need ds and wannts of the customerrs is the major role off effective marketin ng in the bannk. The bannk must be committeed to the beest possiblee customer

3000 Leeast Score

4 4000

50 000

servicces. During tthe working on this studdy the investigators i s felt som me area of o improovement in tthe bank. Thhere are som me suggeestions to improve the bankinng servicces, which arre given beloow. ¾ Banks aree needs to improve i theeir counter seervices. b ¾ Customer grievancess should be a customeer redressed speedily and a be on o satisfaction should always top priorityy.


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¾ Employees should be given training to improve their attitude ¾ Banks should arrange meetings with their customers to promptness in providing the services. ¾ It is advisable for all the banks under study to keep a separate complaint-cum suggestion box/book to enable customer to offer suggestions and complaints. ¾ The working hours of the banks must be flexible as possible. The operating hours of banks must be extended depending upon the need and desire of the customers. ¾ Provision for separate inquiry counter at all the banks would be very useful especially to the illiterate. Efficient, knowledgeable, courteous, competent and versatile front line staff is the prime requirement for all the banks surveyed. ¾ As so many customer using ATM cards, there should be required more ATM machine for the convenience of the customers. ¾ In rural and semi-urban area more ATM counters is required. ¾ The bank must try to find out the specific needs of different customers, so that suitable package of services can be made available to them. ¾ It is believed that the suggestion offered above, if properly implemented, go a long way in ensuring customer satisfaction in the banks under study.

CONCLUDING NOTE The banking sector in India is undergoing major change due to competition and the advent of technology. The customer is looking for quality services which can provide him/her satisfaction. Creditability, customization, consistency in service components, innovation, employee behavior, record maintenance, responsiveness and reliability are identified as key factors influencing customer’ service quality. The banks in this e-banking era, should try to innovate products that suits the attitude of customer. In the present study from the customers’ preference level point of view AXIS bank comes with better score followed by PNB and UCO bank comes next. Research studies can be undertaken that map the entire psychographics of the customers that would enable the banks to adopt strategic marketing method to woo new customers. REFERENCES 1. Accenture, (2007), “Global Customer Satisfaction Survey : Customer Satisfaction in the Changing Global Economy”,www.customerservice.co m 2. Achol R. S. and Kotler P; (1999), “Marketing in the network Economy”, Journal of Marketing, Vol.63, pp 146-163. 3. Albin D. Robert, (2004), “Customer Focus in Banking Service”, Journal of Indian Marketing, pp 17-18. 4. Ramesh H Taxak & Manjeet Kaur (2009), “A Study of Customer Satisfaction in Private and Public Sector Banks”, GYAN Management,Vol.3,No.1,pp 43-55.


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5. Amuthan, R;(2004), A Study on Retail Banking Strategies in Private Sector Banks with Special Reference to HDFC Bank and I.C.I.C.I. Bank Ltd’ ,Journal of Indian Marketing, pp 31-34 6. ASCI,(2005), “Banking Industry Score above Average in Customer Satisfaction”,www.wikipedia.com 7. Balasubrananian and Mahadeven, (2001), “Need for Commitment to Quality in Indian Banking Sector”, Journal of Marketing, pp 13-17. 8. L. Shankara, (Jan-June 2010), “Customers’ Attitude Towards Service Quality –An Impirical Study with Reference to Indian Commercial Banks”, Srusti Management Review, pp 37-50. 9. Broker, Rechard ,(2008), “Niche Banks Top Banking Survey but Loyalty Needs More Than Just Satisfaction”,www.banketnetindia.c om. 10. Compbell , Andrew, (2006), “Satisfaction Survey Shows Customer want Community banks”,www.finsec.wordpress.com 11. Gaurav Jaiswal,Praveen Sahu, & V.K.Pandey , (July-Sept 2009), “Service quality and Trust as Predictors of Consumer’s Preference: A Study of Banking Industry”, JIMS 8M,Vol.pp 4-9. 12. Carl. Brereton and Marie, Hoare,(1995), “Customer Satisfaction Survey”,www.mphasis.com 13. Claes , Fornell, Michael, D. Johnson, and Eugene, W. Anderson,

(1996), “The American Customer Satisfaction Index: Nature ,Purpose ,and Findings,” Journal of Marketing ,Vol.60,pp7-18 14. Codatte,E.R.Woograft,R.B and Jenkins,R.L;(1987), “Expectation and Nerms in Model of Customer Satisfaction”,Journal of Marketing Research,Vol 24,pp 305-314. 15. Customer Satisfaction: Improving quality and Access to Service and Support in Vulnerable Neighborhoods, www.customerservice.com 16. East,R.(1997), “Consumer Behavior :Advances and Application in Marketing” ,London:Prenice.-Hall. 17. Ellen Garbarino, & Marks,S.Johnson,(1999), “The Difference Rates of Satisfaction ,Trust, and Commitment in customer Relationship”, Journal of Marketing,Vol.63,pp70-87. 18. Jamal, Ahmand,(2002), “Customer Satisfaction and Retail Banking :An Assessment of some of the Key antecedents of Customer Satisfaction in Retail Banking”, International Journal of Banking Marketing,Vol.20,No.4,pp146-60 19. Levesque, T.Berry and Mc Dougall,G.H;(1996), “Determination of Customer Satisfaction in Retail Banking” ,International Journal of Marketing,Vol.14,No.7pp.12-20. 20. Oliver. R.L; (1980), “Cognitive Model of the Antecedents and Consequences of Satisfaction Decision”,Journal of Marketing Research,Vol.17,pp.460-9.


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Advance in Consumer Research”, Journal of Marketing, Vol.8.

21. Westbrook, R.A. and Oliver. R.L. (1991), “Development Better Measures of Consumer Satisfaction: Annexure-A

Customers level of satisfaction with regard to service quality of AXIS BANK Service Quality

Level of satisfaction Extremely satisfied Neither satisfied

Satisfied nor

Dissatisfied Extremely scores dissatisfied

dissatisfie d 3

2

1

0

-1

Credibility and Customization Attributes Proper security arrangement at the Bank 74 Confidentiality of A/cs details 82 Satisfaction Locker Service Good image of the bank Updating Information

76 85 92

15 12 10 3 2

11 8 8 5 3

1 1 7 4 2

2

2632=261

0

2660=266

2

2562=254

6

2666=260

4

2834=279

86

7

5

2

3

2773=274


5

6

4

4

2684=264


79

6

4

7

7

2537=246


81

9

4

6

3

2653=262

11

8

3

5

2585=253


Bank staff providing necessary information 76


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Service consistency, access and service components Attribute 83

8

9

1

2

2742=272

77

6

5

8

7

2487=241

Easily approachable manager 79

5

8

7

4

2554=251

Extension of banking hours

82

4

2

6

9

2569=247

Easily assemble ATM

93

3

3

2

2

2882=286

Polite and courteous bank staff 89

5

3

2

4

2804=276

Consistency in the Computer operations 82

6

8

5

2

2662=264

Consistency performance

in

staff

Honest Bank staff

Punctuality in opening the branch 91

7

2

1

2

2892=287

Innovation and employee Behavior Attributes 89

5

6

1

2

2832=281

73

9

8

6

7

2457=238

Clear answer for the question 82

6

5

3

7

2637=256

Willingness to help

85

10

6

1

1

2811=280

87

8

7

0

1

2841=283

availability of bank staff for needs 93

4

2

1

3

2893=286

Listening

2

2

2

1

2941=293

Excellent output from ATM Immediate ATM

Regularly statements

rectification

sending

of

bank

96

Record maintenance, Responsiveness and Reliability Attributes Clarity of communication by

74

11

8

4

6


252-

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bank

6=246

Staff displaying discreet

72

8

7

9

7

2397=232

Trusting

81

12

6

2

2

2732=271

Competent Service

85

6

5

5

2

2722=270

Understanding specific need

79

8

4

7

5

2575=252

Bank staff encouraging

74

13

8

5

3

2563=253

Simple and easy to operate procedure 69

14

11

6

3

2463=243

Maintenance of records

10

9

4

4

2574=253

4

2814=277

3

2913=288

76

Neat and comfortable interior of the bank 90 positive attitude customers

4

3

2

towards 95

2

2

1

Source: Compiled from field survey

Annexure-B Customers level of satisfaction with regard to service quality of PNB Service Quality

Level of satisfaction Extremely satisfiedNeither satisfied 3

Dis

Extremely scores dis

Satisfied norsatisfied satisfied dissatisfied 2

1

0

-1

Credibility and Customization Attributes Proper security arrangement at the Bank 63

9

3

9

10


21010=200

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65

11

5

6

7

222-7=215


67

12

8

3

4

233-4=229


70

10

6

2

6

236-6=230


68

13

5

4

4

235-4=231


61

12

7

8

6

214-6=208


8

9

3

5

232-5=227


74

9

6

1

4

246-4=242


72

8

3

4

7

235-7=228

12

9

11

6

201-6=195


Service consistency, access and service components Attributes Consistency in staff performance 64

11

6

9

4

220-4=216

Honest Bank staff

72

8

9

1

4

241-4=237

Easily approachable manager

69

10

9

5

1

236-1=235


54

13

7

8

12

19512=183

Easily assemble ATM

63

12

10

4

5

223-5=218

Polite and courteous bank staff

75

6

9

1

3

246-3=243


9

8

8

6

215-6=209


13

6

7

3

227-3=224

12

5

3

5

236-5=231

Immediate rectification of ATM 71

6

3

9

5

228-5=225

Clear answer for the question

64

4

8

7

11

20811=197

Willingness to help

60

8

6

9

11

20211=191

67

13

4

5

5

231-5=226

Innovation and employee Behavior Attributes Excellent output from ATM

Regularly

sending

69

bank


‐ 43 ‐


statements availability of bank staff for needs 62

9

12

4

7

216-7=209

Listening

11

6

1

3

247-3=244

73

Record maintenance, Responsiveness and Reliability Attributes Clarity of communication by bank 61

15

8

4

6

221-6=215


64

7

10

8

5

216-5=211

Trusting

72

9

7

2

4

241-4=237

Competent Service

71

11

10

1

1

245-1=244


66

12

7

6

3

229-3=226


68

7

10

4

4

219-5=214

65

12

7

2

2

226-8=218

81

3

5

1

1

254-4=250

Neat and comfortable interior of the bank 62

5

12

9

9

208-6=202

positive customers

8

6

5

5

223-5=215

Simple and procedure

easy

to

operate


attitude

towards 67


Annexure-C Customers level of satisfaction with regard to service quality of UCO Bank Service Quality

Level of satisfaction Extremely satisfied Neither satisfied 3

Dis

Extremely scores

Satisfied norsatisfieddissatisfied dissatisfied 2

1

0

-1


‐ 44 ‐


Credibility and Customization Attributes Proper security arrangement at the Bank 48

14

6

9

10

17810=168


16

9

8

7

182-7=175

14

16414=150


47 46

10

6

11


41

9

12

13

12

15312=141


45

12

11

10

9

170-9=161


33

14

12

15

13

13913=126


17

10

6

4

194-4=190


39

19

18

9

2

173-2=171


34

18

22

11

2

160-2=158

8

12

17

6

160-6=154


Service consistency, access and service components Attributes Consistency in staff performance 53

10

9

5

10

188-10=178

Honest Bank staff

49

13

15

3

7

188-7=181

Easily approachable manager

56

15

8

2

6

206-6=200


38

20

16

9

4

170-4=166

Easily assemble ATM

37

17

12

13

8

157-8=149

Polite and courteous bank staff

43

21

18

2

3

189-3=186


19

21

1

1

196-1=195


23

10

6

7

159-7=152

Innovation and employee Behavior Attributes Excellent output from ATM

41

13

17

5

11

166-11=155

Immediate rectification of ATM

39

15

13

12

8

160-8=152


‐ 45 ‐


Clear answer for the question

45

11

19

2

10

176-10=166

Willingness to help

46

19

8

9

5

184-5=179

54

7

13

11

2

189-2=187

availability of bank staff for needs 50

14

18

4

1

196-1=195

Listening

23

11

7

3

186-3=183

Regularly statements

sending

bank

43

Record maintenance, Responsiveness and Reliability Attributes Clarity of communication by bank 47

18

13

3

6

190-6=184


35

22

5

12

3

164-3=161

Trusting

55

18

9

1

4

210-4=206

Competent Service

43

12

17

13

2

170-2=168


40

24

9

5

9

177-9=168


58

11

7

8

3

203-3=200

51

13

18

1

4

197-4=193

60

15

3

3

6

213-6=207

Neat and comfortable interior of the bank 46

8

11

16

6

165-6=159

positive customers

9

21

6

2

186-2=184

Simple and procedure

easy

to

operate


attitude

towards 49



‐ 46 ‐