Determining Customer Satisfaction on Service Quality Constructs using SERVQUAL Model: Evidence from India’s Rural Banks

Abstract

The present research paper aims to determine customers' satisfaction with services offered by rural banks in India. The study has considered a total of 400 customers directly associated with the banks, i.e., at least having one account with the banks using the purposive sampling method. The respondents’ opinion on the selected variables indicating satisfaction/dissatisfaction level was measured on a Likert scale. The data have been analyzed through statistical techniques such as descriptive statistics, correlations analysis, and regression analysis using Statistical Package for Social Sciences (SPSS). The study indicates that there are interrelationships between the factors, namely intangible infrastructure, reliability, assurance, responsiveness, and empathy, and also validates the variables exhibited a linear relationship relating the constructs to each other. The research also reveals that tangible infrastructure, reliability, and empathy are significant predictors of customers’ satisfaction, at the same time, assurance and responsiveness are not appropriate predictors of customers’ satisfaction levels.

Examining the mediating effect of multi-channel integration quality in the relationship with service quality, customer satisfaction and customer loyalty in the Saudi banking sector

“…The first hypothesis aimed to determine a positive relationship between service quality and customer satisfaction, which was found to be true. This demonstrates a strong customer satisfaction is linked to the service quality Saudi banks provide to their customers (Ahmed, 2022;Arora and Narula, 2018;Boonlertvanich, 2019), and thus demonstrates that Saudi banks take pride in providing high quality banking services to their satisfied customers.…”

“…The second hypothesis aimed to determine a positive relationship between customer satisfaction and customer loyalty, which was found to be true. Previous literature confirms that customer loyalty and customer satisfaction are directly related (Ahmed, 2022;Boonlertvanich, 2019;Hamouda, 2019). Monferrer et al (2019) loyalty in the banking sector depends on customer attitudes toward a business such as customer satisfaction with a product or service.…”

“…Highly accessible banking systems, such as the internet and ATMs, can also increase customer satisfaction (Raza et al, 2020). The literature demonstrates that the relationship between perceived service quality and customer satisfaction is direct and significant (Ahmed, 2022;Arora and Narula, 2018;Boonlertvanich, 2019). Therefore, the following hypothesis has been proposed.…”

“…with consumer satisfaction serving as a mediator (Ahmed, 2022). Therefore, the following hypothesis has been proposed.…”

“…Numerous studies in the service industry have demonstrated that customer loyalty and satisfaction are highly correlated (Hayati et al ., 2020; Ahmed, 2022; Boonlertvanich, 2019). Customers’ actions, intentions and frequency of use of a service or product can all be used to measure customer loyalty (Islam et al ., 2017, 2020).…”