INFLUENCE OF SERVICE QUALITY ON CUSTOMER SATISFACTION: APPLICATION OF SERVQUAL MODEL

Abstract

Financial liberalization has led to intense competitive pressures and private banks dealing in retail banking are consequently directing their strategies towards increasing service quality level which fosters customer satisfaction and loyalty through improved service quality. This article examines the influence of perceived service quality on customer satisfaction. The article concludes that increase in service quality of the banks can satisfy and develop customer satisfaction which ultimately retains valued customers. ABSTRACT FROM AUTHOR