The mere intermediate for provider of quick, efficient and

Theobjective of this study is to assess customer perceptions and expectations ofservice quality amongst the commercial banks in Thiruvannamalai district. UsingServqual as the main servicequality measuring instrument, the researcher has framed the followingobjectives;1.     To identify the various dimensions ofservice quality   of commercialBanks   2.     To measure the service quality gap inselect commercial banks.

3.     To identify the most significant servicequality variable of select Banks.4.     To offer suggestions for the improvementof service quality in select banks. SIGNIFICANCE OF THE STUDY:In the fast developing country like India,the use of technology for day-to-day business and personal transactions hasseen a major boost. The banking industry is a paradigm of industries that hasexperienced a major uplift with the use of technological innovation. The changein banking service is unparallel when compared to the entire period of bankinghistory in India. In recent days, the growing universalisation and internationalizationof banking operations, driven  by acombination of factors, such as the continuing deregulation, heightenedcompetition and technological advancements have altered the face of the banksfrom mere intermediate for  provider ofquick, efficient and consumer friendly services.

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 Therefore, the present study has examinedthe level of customer satisfaction on the services rendered by commercialbanks. Several studies have been conducted to examine the same purpose butthose studies fail to include the technological and financial aspects in theservice quality measurement. In addition, this study investigates therelationship between the socio-economic variable with eight service qualitydimensions namely, Tangibility, Reliability, Responsiveness, Assurance,Accessibility, Empathy, Financial and Technological. Under each broaddimension, several related services are grouped to measure the service qualitygap on the above services rendered by commercial banks with the help of thesample customers’ perceived and desired levels.  LIMITATIONS OF THE STUDYThe study madeuse of respondents only at a point of time. The memory difficulties on the partof the respondents were bound to have some effect on their response. A study oncustomer service cannot provide enduring findings over time as the expectationsand perceptions of the customers and the type of services rendered bycommercial banks change from time to time. Therefore, the findings of the studyindicate only contemporary views of the customers and may not hold good for alltime to come.

 MEASURINGSERVICE QUALITYAccordingto Parasuraman et al (1988) measuring service quality involves a comparison ofcustomer expectations and customer perceptions of actual service performance. PROFILE OF THE RESPONDENTS’ The following table shows the profile of theresponds’.Majority of the respondents age is 40 years, male,married, post graduates qualification, Government employees, their annualincome falls between 100001 and 200000 and most of them are having currentaccounts for a period of 4-5 years. RESEARCH METHODOLOGYArea of the studyThe mainobjective of the study is to examine the quality of customer services renderedby commercial banks. It requires a suitable place to conduct the research workand sample respondents are also required to monitor the questionnaires.

Tiruvannamalai District has been selected as the area for the study since thereare almost all branches of commercial banks have been opened up and more overthe researcher belongs to this area, hence, the researcher would visit inperson all places of the district.Research DesignA crosssectional survey method has been used to analyze the service quality among thecommercial banks. The search design has been made appropriate to find out Gapbetween the p rating and desired ratings.

   Sample size A Convenient sampling of 100 customers among the commercial banks in Thiruvannamalaidistrict has been taken for study.RESULTS OF THE STUDYDescriptiveanalysis, Friedman’s mean rank, Rank Correlation is used as statistical toolfor analyzing the eight dimensions of service quality. The result of the studyis given below:RELIABILITY STATISTICS:            Beforeusing the data further analysis, it is necessary to check the trust worthy andinternal consistency of the data.

The reliability coefficient Cronbach’s Alphaarrived is above in each of the dimensions is greater than 0.70 hence it isconcluded that all items are giving reasonable contribution to the scalesreliability.Table – 1DIMENSION WISE RELIABILITY STATISTICS Sl. No Dimension Wise Reliability Statistics No. of Items Reliability(Alpha) 1 Tangibility 16 0.822 2 Reliability 12 0.770 3 Responsiveness 10 0.

781 4 Assurance 10 0.798 5 Empathy 10 0.798 6 Accessibility 10 0.682 7 Financial 12 0.824 8 Technology 10 0.

865 9 Combined Scale 92 0.957  HYPOTHESISTO BE TESTED1)     There is no significant difference amongthe perceived variables under the eight service quality dimensions. 2)     There is no significant differenceamong desired variables under the eight service quality dimensions.Fried man’s Mean Rank The Friedman test is thenon-parametric alternative to the one-way ANOVA with repeated measures. It isused to test thedifferences between groups. The result of the analysis is given below:                                                             Table No.2- Tangibility Service Quality Dimension Perceived(Actual) Desired(expected) GAP Tangibility Mean Sd c.v% rank Mean sd c.

v% rank Mean 1 Parking space on the bank premises 4.30 2.144 50 3.29 5.9 2.484 42 3.67 1.60 2 Adequacy of space and layout of counters 5.

11 2.093 41 4.32 6.35 2.302 36 4.36 1.

24 3 Up-to-date equipment 5.13 2.196 43 4.36 6.45 2.027 31 4.20 1.32 4 Availability of bank slips, challans and pamphlets 5.

92 2.452 41 5.40 6.68 2.049 31 4.87 0.76 5 Indication of timings and boards at appropriate counters 5.

38 2.102 39 4.66 6.89 2.183 32 5.

12 1.51 6 Employees are well-dressed/neat 5.95 2.254 38 5.27 6.54 2.

294 35 4.63 0.59 7 Furniture, water and toilet facilities are convenient 4.89 2.291 47 4.02 6.27 2.49 40 4.

28 1.38 8 Sufficiency of bank staff 5.33 2.

035 38 4.69 6.78 2.272 34 4.88 1.

45 Average 5.25 2.20 42 4.50 6.48 2.26 35 4.50 1.

23  Source: Primay Data  Table No.3-Reliability  Service Quality Dimension Perceived Desired GAP Reliability Mean Sd c.v% Rank Mean sd c.v% Rank Mean 1 Level of service is same at all times 4.82 2.

245 47 3.77 6.44 2.244 35 3.42 1.62 2 Bank meets their promised time-frames for response 4.

61 2.035 44 3.53 6.42 2.425 38 3.

45 1.81 3 Staff are sincere in solving customer problems 4.85 2.393 49 3.62 6.4 2.243 35 3.

39 1.55 4 Staff  are dependable 5.05 2.134 42 3.86 5.

85 2.591 44 3.12 0.

80 5 Bank provides service as promised 5.15 2.236 43 4.72 6.81 2.264 33 3.70 1.

66 6 Bank  keep accurate records. 5.63 2.545 45 4.

08 6.96 2.188 31 3.94 1.33 Average 5.

02 2.26 45 3.93 6.48 2.33 36 3.50 1.46           TableNo.

4-.Responsiveness  Service Quality Dimension Perceived Desired GAP Responsiveness Mean Sd c.v% Rank Mean sd c.v% Rank Mean 1 Interest and willingness of the bank staff to help customers- 4.

55 2.213 49 2.92 6.45 2.267 35 2.

94 1.90 2 Prompt service from employees- 4.83 2.07 43 3.10 6.85 1.

956 29 3.09 2.02 3 Response in case of emergency and seriousness- 4.85 2.071 43 3.

09 6.5 2.355 36 2.92 1.65 4 Responsiveness  in comments and suggestions- 4.86 2.

22 46 3.01 6.51 2.12 33 2.

95 1.65 5 Attention given to grievances and the follow up actions- 4.69 2.009 43 2.89 6.66 1.96 29 3.11 1.

97 Average 4.76 2.12 45 3.00 6.59 2.13 32 3.00 1.84  TableNo.

5-Assurance   Service Quality Dimension Perceived Desired GAP Assurance-Variables Mean Sd c.v% Rank Mean sd c.v% Rank Mean 1 Attitude and Courtesy of the staff- 4.39 2.02 46 2.54 6.05 2.

409 40 2.52 1.66 2 Customer’s  feel safe when transacting with employees- 5.49 2.232 41 3.

52 6.65 2.19 33 3.

19 1.16 3 Bank employees politeness to answer customers’ questions– 4.38 2.215 51 2.

62 6.51 2.209 34 2.99 2.13 4 Conveying information in the languages known to customers– 4.89 2.274 47 3.

02 6.46 2.134 33 2.89 1.57 5 Knowledge of the bank staff to use computers and other technical services- 5.48 2.213 40 3.32 6.

96 1.969 28 3.42 1.48 Average 4.

93 2.19 44 3.00 6.53 2.18 33 3.00 1.

60  TableNo.6 –Empathy Service Quality Dimension Perceived Desired GAP Empathy-Variables Mean Sd c.v% Rank Mean sd c.

v% Rank Mean 1 Individual attention given by the bank staff- 4.73 2.21 47 2.8 6.45 2.134 33 2.

88 1.72 2 Understanding the specific needs of the customer– 5.08 2.268 45 3.05 6.

54 1.956 30 2.86 1.46 3 Convenient working hours for customers- 5.32 2.215 42 3.09 6.89 1.

885 27 3.2 1.57 4 Punctuality of commencement of work- 5.31 2.268 43 3.23 6.

82 2.19 32 3.29 1.51 5 Discrimination is made among the customers- 4.82 2.194 46 2.

84 6.08 2.411 40 2.78 1.26 Average 5.

05 2.23 44 3.00 6.56 2.12 32 3.

00 1.50    TableNo.7 -Accessibility Service Quality Dimension Perceived Desired GAP Accessibility-Variables Mean Sd c.v% Rank Mean sd c.v% Rank Mean 1 Accessibility of branch manager and higher officials- 4.

78 2.308 48% 2.77 6.46 2.134 33% 2.

91 1.68 2 Accessibility of service counters- 5.1 2.163 42% 3.19 6.46 2.12 33% 2.

9 1.36 3 Accessibility of staff over telephone- 4.74 2.14 45% 2.75 6.

28 2.211 35% 2.97 1.54 4 Accessibility of location of bank- 5.64 1.823 32% 3.59 6.84 1.

857 27% 3.29 1.20 5 Waiting Time to avail service is extensive- 4.55 2.231 49% 2.72 6.

25 2.307 37% 2.94 1.70 Average 4.

96 2.13 43% 3.00 6.46 2.13 33% 3.00 1.50   Table7-Financial Service Quality Dimension Perceived Desired GAP Financial Variables Mean Sd c.

v% Rank Mean sd c.v% Rank Mean 1 Reasonability of the rate of interest given to deposits- 4.81 2.

25 47% 3.14 6.61 2.103 32% 3.63 1.

80 2 Reasonability of rate of interest charged to loans- 5.11 2.326 46% 3.53 6.02 2.

252 37% 3.22 0.91 3 Reasonability of rate of interest charged to housing loans- 4.92 2.182 44% 3.51 6.32 2.169 34% 3.

4 1.40 4 Reasonability of rent charged for safety lockers- 5.21 2.194 42% 3.64 6.32 2.309 37% 3.32 1.

11 5 Reasonability of commission charged for draft- 5.04 2.15 43% 3.

47 6.4 2.065 32% 3.

6 1.36 6 Reasonability of  commission for transfer of funds.- 5.21 2.24 43% 3.

72 6.5 2.125 33% 3.84 1.29 Average 5.05 2.22 44% 3.50 6.

36 2.17 34% 3.50 1.

31            Table.8-Technology Service Quality Dimension Perceived Desired GAP Technology Variables Mean Sd c.v% Rank Mean sd c.v% Rank Mean 1 Provision of ATM facility.

– 5.1 2.665 52 2.86 6.63 2.246 34 2.94 1.53 2 use of computers and modern devices.

– 5.5 2.443 44 3.06 6.48 2.

376 37 2.77 0.98 3 Provision of  e. banking facility.

– 5.42 2.133 39 2.99 6.59 1.928 29 2.93 1.17 4 Provision of  core banking facility.- 5.21 2.119 41 2.82 6.67 2.084 31 3.12 1.46 5 Provision of mobile banking facility 5.81 2.44 42 3.28 6.91 2.216 32 3.26 1.10 Average 5.41 2.36 44 3.00 6.66 2.17 33 3.00 1.25  Table No.9-Significance differencesof service quality variables No. Service Quality Dimension Chi-Square- Perceived (Asymp.sig) Chi-Square- Desired (Asymp.sig) Degrees of Freedom Perceived-in mean ranks of groups Desired- in mean ranks of groups Hypothesis (at5%significance ) 1.        Tangibility 59.297 (0.000) 29.711 (0.000) 7 yes Yes Both Rejected 2.        Reliability 27.682 (0.000) 13.867 (0.016) 5 yes Yes Both Rejected 3.        Responsiveness 1.745 (0.783) 1.572 (0.814) 4 No No Both Accepted 4.        Assurance 33.942 (0.000) 22.634 (0.000) 4 yes Yes Both Rejected 5.        Empathy 6.199 (0.185) 10.367 (0.035) 4 No No Perceived Rejected/ Desired Accepted 6.        Accessibility 26.367 (0.000) 5.051 (0.282) 4 Yes No Perceived Rejected/ Desired Accepted 7.        Financial 6.890 (0.229) 9.444 (0.093) 5 No No Both Accepted 8.        Technology 6.655 (0.155) 7.704 (0.103) 4 No No Both Accepted  Interpretation:Friedman’stest shows that there are significant differences in the mean ranks ofTangibility, Reliability and in both perceived and desired groups. There is nosignificant difference in Responsiveness, Empathy, Financial and technology inboth perceived and desired groups. In accessibility there is significantdifference in perceived groups but no such significant differences in desiredgroups. Higher C.V (Co-efficient ofVariation) shows high fluctuations and lower shows instability.The GAP Model : Servicequality is the function of differences between expectation and actualperformance along the q