INFLUENCE OF SERVICE QUALITY ON CUSTOMER SATISFACTION: APPLICATION OF SERVQUAL MODEL

Ravichandran Krishnamurthy, Dr, Tamil Mani b, Mr. Arun Kumar SivaKumar, Dr. Prabhakaran Sellamuthu

Abstract


Financial liberalization has led to intense competitive pressures and private banks dealing in retail banking are consequently directing their strategies towards increasing service quality level which fosters customer satisfaction and loyalty through improved service quality. This article examines the influence of perceived service quality on customer satisfaction. The article concludes that increase in service quality of thebanks can satisfy and develop customer satisfaction which ultimately retains valued customers.

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International Journal of Business and Management   ISSN 1833-3850 (Print)   ISSN 1833-8119 (Online)

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