Today, meeting customers’ anticipations are the major challenges facing by the employees of banking services in India. This is why improvement of quality of service delivery is a vital concern for banking services. Quality of service delivery is increasingly being seen as a key strategic differentiator within the financial services sector, with most major players undertaking some form of quality initiative. Thus, the present study focuses on customer views and anticipations of service delivery in selected public, private and foreign banks in Andhra Pradesh. The study conducted among six banks of Andhra Pradesh, viz., State Bank of India (SBI) and Punjab National Bank (PNB) in public sector banks being the largest and oldest banks in India, ICICI Bank and Axis Bank in the private sector banks being the 2nd largest bank and most successful bank in India, and Citibank and Standard Chartered Bank having the maximum operations in India among the foreign banks. Technology and people are playing an important role in the service delivery process, the optimum mix of these (technology and people) decides the competitive advantage of an organization in the service delivery process A sample of 600 useable questionnaires of customers has been analyzed. The study concluded that delivering high quality of services delivery is one of the best ways for banks to react to competition. The outcome of the study shows that banks can assess dimensions of service delivery to determine the level of services provided and to decide which dimensions need improvement.
N. R. Mohan Prakash
Assistant Professor, Department of Marketing, GITAM Institute of Management,
GITAM University, Visakhapatnam
No comments:
Post a Comment