An Empirical Study On Service Quality In Retail Banking With Reference To Customer Demographic Factors: A Study Of Axis Bank

Abstract

This paper clearly demonstrates about the service quality in retail banking sector with demographical factors of customers. Indian banking sector literary dominated by public sector banks has become very competitive with advent of private sector banks. In this competitive scenario service quality has become very competitive tool. Service quality service is a very important factor which influences performance of the organization. A customer centered organization has to be built up, whose ultimate goal is to "own" a customer. Focused merchandizing through effective market segmentation is the need of the hour. Every can be the organization of the various retail branches to enter for different market segments like up market individuals, traders, common customers, etc. Primary data is collected through the structured questionnaire. A sample size of 135 was selected for collecting the required data. The selection of sample was done by convenience sampling method. To analysis the collected data we used mode in descriptive statistics reason why questions are related with nominal scale. One way ANOVA and Chi square has been used in inferential statistics. One way ANOVA used on interval scale question and results are find out to made combination of demographical factors and various factors of satisfaction. In key research findings study shows service quality of bank is satisfactory. Various factors are include for checking the service quality like regarding employees and customers, regarding performance, customer self-interest, regarding equipment, regarding satisfaction etc. Overall performance about service quality is satisfactory and appropriate.