Service Quality and Customer Satisfaction in Rural Public Sector Banks: An Empirical Analysis in Lucknow District, Uttar Pradesh, India

Ved Prakash; Shubham Pratap Singh

doi:10.57159/gadl.jcmm.2.3.23080

Authors

Ved Prakash Department of Management, Babu Banarasi Das National Institute of Technology & Management, BBD City, Faizabad Road, Lucknow, Uttar Pradesh, India 227015 https://orcid.org/0000-0002-6084-0437
Shubham Pratap Singh School of Management, Babu Banarasi Das University, Lucknow, BBD City, Faizabad Road, Lucknow, Uttar Pradesh, India 226028 https://orcid.org/0000-0003-2505-4809

DOI:

https://doi.org/10.57159/gadl.jcmm.2.3.23080

Keywords:

Rural Banking, Service Quality, Customer Satisfaction, SERVQUAL

Abstract

In the rapidly evolving banking sector, understanding the relationship between service quality and customer satisfaction, particularly in rural public sector banks, is crucial. This research focuses on selected rural public sector banks in Lucknow District, Uttar Pradesh, India, investigating the dimensions of service quality and their impact on customer satisfaction. The study employs a quantitative research design, utilizing the SERVQUAL model for data collection and statistical analysis. Findings reveal that dimensions such as Tangibility, Reliability, Responsiveness and Empathy significantly influence customer satisfaction, with variations in their effects. The research highlights the importance of enhancing specific service quality factors to improve overall customer satisfaction and provides valuable insights for the rural banking sector. The study's outcomes shall guide targeted efforts in policy formulation, thereby contributing to the sustainable development of rural communities through enhanced public sector banking services.

References

L. P. L. Cavaliere, R. Khan, S. Sundram, K. Jainani, G. Bagale, M. K. Chakravarthi, and S. S. Rajest, "The Impact of customer relationship management on customer satisfaction and retention: The mediation of service quality," Turkish Journal of Physiotherapy and Rehabilitation, vol. 32, no. 3, pp. 22107-22121, 2021.

M. A. Hossain, N. Jahan, and M. Kim, "A multidimensional and hierarchical model of banking services and behavioral intentions of customers," International Journal of Emerging Markets, vol. 18, no. 4, pp. 845-867, 2023.

M. Fatima and S. J. Akhtar, "An overview of micro, small and medium enterprises (MSMES) in the state of Uttar Pradesh," EPRA International Journal of Economic and Business Review (JEBR), vol. 11, no. 1, pp. 1-10, 2023.

S. M. Dam and T. C. Dam, "Relationships between service quality, brand image, customer satisfaction, and customer loyalty," The Journal of Asian Finance, Economics and Business, vol. 8, no. 3, pp. 585-593, 2021.

M. U. H. Uzir, H. Al Halbusi, R. Thurasamy, R. L. T. Hock, M. A. Aljaberi, N. Hasan, and M. Hamid, "The effects of service quality, perceived value and trust in home delivery service personnel on customer satisfaction: Evidence from a developing country," Journal of Retailing and Consumer Services, vol. 63, pp. 102721, 2021.

N. Slack, G. Singh, and S. Sharma, "The effect of supermarket service quality dimensions and customer satisfaction on customer loyalty and disloyalty dimensions," International Journal of Quality and Service Sciences, vol. 12, no. 3, pp. 297-318, 2020.

S. Dawadi, S. Shrestha, and R. A. Giri, "Mixed-methods research: A discussion on its types, challenges, and criticisms," Journal of Practical Studies in Education, vol. 2, no. 2, pp. 25-36, 2021.

A. Alshamsi, M. Alshurideh, B. A. Kurdi, and S. A. Salloum, "The influence of service quality on customer retention: A systematic review in the higher education," in Proceedings of the International Conference on Advanced Intelligent Systems and Informatics 2020, pp. 404-416, Springer International Publishing, 2021.

H. Y. Khudhair, D. A. B. Jusoh, A. F. Abbas, A. Mardani, and K. M. Nor, "A review and bibliometric analysis of service quality and customer satisfaction by using Scopus database," International Journal of Management, vol. 11, no. 8, 2020.

D. Grossu-Leibovica and H. Kalkis, "Total quality management tools and techniques for improving service quality and client satisfaction in the healthcare environment: A qualitative systematic review," Management Science Letters, vol. 13, no. 2, pp. 118-123, 2023.

S. A. Shabbir, "Impact of service quality and brand image on brand loyalty: The mediating role of customer satisfaction," Eurasian Journal of Social Sciences, vol. 8, no. 2, pp. 75-84, 2020.

A. Parasuraman, V. A. Zeithaml, and L. L. Berry, "SERVQUAL: a multiple item scale for measuring consumer perception of service quality," Journal of Retailing, vol. 64, no. 1, pp. 12-40, 1998.

D. L. Hawkins and S. Hoon, "The impact of customer retention strategies and the survival of small service-based businesses," 2019.

B. A. Fida, U. Ahmed, Y. Al-Balushi, and D. Singh, "Impact of service quality on customer loyalty and customer satisfaction in Islamic banks in the Sultanate of Oman," Sage Open, vol. 10, no. 2, 2158244020919517, 2020.

A. C. Karunaratna and P. A. P. S. Kumara, "Determinants of Customer Satisfaction in the Mobile Telecommunications Service Industry," Business Insights, vol. 2, no. 2, pp. 03-25, 2022.

M. B. Rahman and N. Chowdhury, "Determinants of customer retention in cellular industry of Bangladesh: a study on young customers," Indonesian Journal of Social Research (IJSR), vol. 4, no. 1, pp. 10-21, 2022.

P. A. Jensen and T. van der Voordt, "Productivity as a value parameter for FM and CREM," Facilities, vol. 39, no. 5/6, pp. 305-320, 2020.

A. Bhadkamkar, K. Garg, D. Pawaskar, M. Kunte, and G. Joshi, "Customer Analytics for E-Business Management," in Changing Face of E-commerce in Asia, pp. 97-119, 2022.

M. Pimić, A. Dukić, and I. Krsmanović, "Empirical research on the impact of hotel service quality on guest loyalty and satisfaction: A case study Serbian hotel industry," Ekonomika, vol. 69, no. 1, pp. 39-57, 2023.

O. K. Omoregie, J. A. Addae, S. Coffie, G. O. A. Ampong, and K. S. Ofori, "Factors influencing consumer loyalty: evidence from the Ghanaian retail banking industry," International Journal of Bank Marketing, vol. 37, no. 3, pp. 798-820, 2019.

H. Sun, M. R. Rabbani, N. Ahmad, M. S. Sial, G. Cheng, M. Zia-Ud-Din, and Q. Fu, "CSR, co-creation and green consumer loyalty: Are green banking initiatives important? A moderated mediation approach from an emerging economy," Sustainability, vol. 12, no. 24, 10688, 2020.

S. B. Egala, D. Boateng, and S. A. Mensah, "To leave or retain? An interplay between quality digital banking services and customer satisfaction," International Journal of Bank Marketing, vol. 39, no. 7, pp. 1420