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“An Empirical Investigation of Perceptions of Customers About Quality of Services Offered by Public and Private Sector Banks.” Asia Pacific Journal of Research in Business 2 (5), (2011), pp. 93-115. Print.
This article is an empirical study aiming to explore…
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Download file to see previous pages Furthermore, the Indian government has embarked on a program of banking reform, which is still in its early stages, and so there is an opportunity to see if this is affecting the level of service offered to customers.
Both public sector and private sector banks are included in this study. The method chosen was a survey based on the SEVQUAL model. This particular model was chosen because it has been tried and tested in other settings and its 22 item scale gives a good picture of the quality of service as it occurs in different kinds of service industry. The 22 items were grouped into five sections and participants were invited to rate different aspects of banking service according to a 7 point Likert type scale. Participants were asked about two particular banks, the State Bank of India and the Industrial Credit and Investment Corporation of India (ICICI). These two banks were chosen because they are the representatives of public and private sectors respectively. The starting hypothesis was that there would be no significant difference in the customer perceptions of service in the two banks, or alternatively that there would be a significant difference.
The survey was conducted in the city of Dehradun. Age, gender and employment status were mixed, with a majority of males, married persons, and people in professional jobs. The data was analyzed using the statistical software package SPSS. Exploratory factor analysis and regression analysis were carried out. The findings were that empathy, reliability, assurance and responsiveness were higher in the case of the public banks whereas tangibility was higher for private sector banks. This shows that there is a difference in the perception of customer service of the two kinds of bank, and on the whole, public sector banks are perceived as having better customer service.
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