QUALITY OF SERVICES AND CUSTOMER LOYALTY: A STUDY OF PRIVATE BANKS IN NCT OF DELHI THROUGH SERVQUAL

The objective of the study was to assess the service quality of private banks and its impact on customer satisfaction and customer loyalty. The importance of this study is that it focuses on investigating the impact of various service quality dimensions on the satisfaction of customers using banking services provided by private banks of NCT of Delhi. The responses obtained from the respondents are analyzed using the Regression analysis. The test of significance is done with the help of t - test and ANOVA. It was found that there was a need of improvements of service quality on all the five service quality dimensions, especially the dimensions of Responsiveness and Empathy. It was also found that there was a significant relationship (strong positive correlation) between all service quality dimensions and the customer satisfaction which leads to customer loyalty.