Service quality gap analysis in Indian banking services: A case study of KK bank

Increased competition, highly educated consumers, and increase in standard of living are forcing many businesses to review their customer service strategy. Public sector banks are sharpening their products and services while reasserting their strengths to cater to younger, savvier customers. The Foreign banks and private banks have already incorporated the concept of Service Marketing in their working. There is enough evidence that demonstrates the strategic benefits of quality in contributing to market share and return on investment. In view of the above mentioned facts, an analysis of service quality perceptions from customer’s point of view may be sound and interesting at this juncture. Such an analysis will provide banks, a quantitative estimate of their services being perceived with intricate details such as whether banks are meeting the expectations of the customers or not. The test instrument called SERVQUAL was used to measure the service quality of banking services of one of the premier public Ltd. bank. It is found that the bank provides good services to its customers but with marginal negative service quality gap score minus 0.55. Customers’ expectation as well as perception was very high with average score around 6 on 7 point scale. Though the bank provides good services there is lot of scope for innovation and improvement in delivering quality service.