Customer Service Quality Practice in District Co-Operative Bank – with Reference to Thiruvananthapuram District Cooperative Bank
Sandhya S1, Viji Vijayan2, Hari Sundar Govindaraman3

1Sandhya S, Research Scholar, Department of Mechanical Engineering, VTU, Bengaluru (Karnataka), India.
2Viji Vijayan, Research Scholar, KUFOS, Bengaluru (Karnataka), India.
3Dr. Hari Sundar Govindaraman, Associate Professor, Chinmaya Vishwavidyapeeth, Kochi (Kerala), India.
Manuscript received on 01 December 2019 | Revised Manuscript received on 22 December 2019 | Manuscript Published on 31 December 2019 | PP: 354-358 | Volume-8 Issue-4S3 December 2019 | Retrieval Number: D10751284S319/2019©BEIESP | DOI: 10.35940/ijrte.D1075.1284S319
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Abstract: As the entry of sophisticated technology has paved way for greater developments in every field including the banking sector, the banking sector too is characterized by rapid change and increasingly sophisticated customers. It has become very important that banks in India determine the service quality factors, which are pertinent to the customer’s selection process. With the advent of international banking, the trend towards larger bank holding companies, and innovations in the marketplace, the customers have greater and greater difficulty in selecting one institution from another (Choudhury, K. (2018)). Therefore the current problem for the banking industry in India is to determine the dimensionality of customer- perceived service quality. If service quality dimensions are identified, the service managers should be able to improve the delivery of customer perceived quality during the service process and have greater control over the overall outcome. A better understanding of the effects of service quality and customer satisfaction on service loyalty can help academics in the development of a model of service marketing. It can also provide practitioners with indications as to where best to devote marketing attention and scarce corporate resources.
Keywords: Servqual, Customer Loyalty, Service Marketing, Cooperative Bank.
Scope of the Article: Quality Control