A Study on the Role of Service Quality on Customer Satisfaction in Banks- with special reference to Public sector banks in Kannur District

Abstract

It is commonly understood that quality is one of the most important factor during the marketing of products and services. So, service quality has become an important tool in the service industry. The concept of customer satisfaction is widely known as a key differentiator which occupies a main position in the area of marketing practice and thoughts and is considered as the major outcome of any marketing activity. There are abundant research activities on service quality in relation to the many areas of marketing of services specially in managing customers’ behaviour. Customer service is the benchmark for success in the service industry. For this research study, banking industry has been chosen in the retail financial sector because as a service, its attributes are essentially needed. This study is a quantitative research work which examines the importance of service quality on customer satisfaction. This study adopted a non probability sampling method and the customers of the selected Public sector banks in Kannur constitute the sample frame. The data has been analysed using SPSS. Multiple regression analysis has been used to analyse the data.