Service Quality and Customer Satisfaction among Selected State Cooperative & Multi-State Cooperative Banks in Goa - A Study

As the banking industry is undergoing tremendous competition, it is quality of service that will help organisations to create interest and motivate customers to buy their goods and services. Delivering superior service quality appears to be a prerequisite for achievement and success, if not survival, of such businesses in the services sector. Organisations are making significant efforts to enhance their service quality and have adopted a more specialised technique to address customers. In the present scenario, banking sector of India is facing a dynamic challenge concerning both customer base and performance. Service quality is an indispensable competitive strategy to retain customer base. Service quality plays a major role in getting customer satisfaction. Banks are trying hard to win customer satisfaction by providing better quality services. This study compares customers' perceptions of service quality of state cooperative banks and Multi-state cooperative banks. There is a need to identify the attributes of the service quality perceived by the customers of banks. The service quality of the banks has been measured using SERVQUAL (service quality) scale. The purpose of conducting this research is to compare the services rendered by state cooperative banks and Multi-state cooperative banks and evaluate its impact on the customer satisfaction. This research shows that customer satisfaction varies from person to person. From the survey it is evident that there exists gap between what customer expects and what they perceive in various dimensions of service quality provided by the bankers. From the survey it is evident that the multi-state cooperative banks are doing well because of superior service quality than the state cooperative banks. The bank managers need to conduct more research in order to evaluate customer satisfaction more thoroughly and try to reduce the gaps so that customers are satisfied and the performance of the banks shall be improved.