SERVICE QUALITY IN COMMERCIAL BANKS: A STUDY OF PUBLIC SECTOR BANKS IN WARANGAL DISTRICT

This study attempts an investigation of the service quality process in public sector banks, and the customers' satisfaction thereof. In addition, it will evaluate the existing literature and establish the identity of the gaps in the literature, which will provide the framework on which this research is based. One of the study's major contributions to the advancement of knowledge is the investigation of the service quality process from a comparative perspective of different commercial banks customer perceptions and expectations. Most of the existing literature refers almost exclusively to the perception of service quality and determining customer satisfaction based on disconfirmation of expectation from customer perspective. The concept advanced within the present study focuses on the role of discriminating customers as satisfied and dissatisfied for the assessment of customer satisfaction on banking services as a refined process. This chapter emphasizes on discussion of the evolution of the literature on customer satisfaction, then the relationship between customer satisfaction and service quality, measuring service quality using modified SERVQUAL model, research gap, and conceptual framework.