GAP ANALYSIS IN SERVICE THROUGH SERVQUAL: A CASE OF SERVICE PROVIDED BY PRIVATE BANK TO ITS SAVING ACCOUNT HOLDERS
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Author(s):
DR. VINOD KUMAR SINGH , DR. MANISH MADAN
Vol - 5, Issue- 3 ,
Page(s) : 170 - 185
(2014 )
DOI : https://doi.org/10.32804/CASIRJ
Abstract
Measuring the quality of a service can be a very difficult exercise. Unlike product where there are specific specifications such as length, depth, width, weight, and color etc. a service can have numerous intangible or qualitative specifications. In addition there are the expectations of the customer with regards the service, which can vary considerably based on a range of factors such as prior experience, personal needs and what other people may have told them. In the age of information technology and highly competitive business where world has become a truly global retaining current customers and attracting potential customers has no alternative. This can only be achieved by customer centric strategies and missions and filling the gap between expectations and perception of service provided by bankers. Thus it is important to analyse the gap in the service on regular basis and following the improvement, if any, is very important in this paper such analysis of the gap is investigated on services provided by PRIVATE bank to its saving bank account holders in Delhi. SERVQUAL has been used as a tool with 5 dimensions and statements for this analysis. The Gap score is a reliable indication of each of the five dimensions of service quality. Using SERVQUAL, service providers can obtain an indication of the level of quality of their service provision, and highlight areas requiring improvement. Questionnaire survey is used to work out the gap score using SERVQUAL scale and shove area have been identified on the basis of the gap score where the bank should pay focused attention.
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