Service Quality, Customer Satisfaction, and Customer Loyalty in Indian Commercial Banks

Service Quality, Customer Satisfaction, and Customer Loyalty in Indian Commercial Banks

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http://joe.sagepub.com/ Journal of Entrepreneurship http://joe.sagepub.com/content/18/1/47 The online version of this article can be found at: DOI: 10.1177/097135570801800103 2009 18: 47 Journal of Entrepreneurship Usha Lenka, Damodar Suar and Pratap K.J. Mohapatra Commercial Banks Service Quality, Customer Satisfaction, and Customer Loyalty in Indian Published by: http://www.sagepublications.com can be found at: Journal of Entrepreneurship Additional services and information for http://joe.sagepub.com/cgi/alerts Email Alerts: http://joe.sagepub.com/subscriptions Subscriptions: http://www.sagepub.com/journalsReprints.nav Reprints: http://www.sagepub.com/journalsPermissions.nav Permissions: http://joe.sagepub.com/content/18/1/47.refs.html Citations: at University of Bedfordshire on April 9, 2011 joe.sagepub.com Downloaded from
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The Journal of Entrepreneurship , 18, 1 (2009): 47–64 SAGE Publications Los Angeles/London/New Delhi/Singapore/Washington DC DOI: 10.1177/097135570801800103 Service Quality, Customer Satisfaction, and Customer Loyalty in Indian Commercial Banks USHA LENKA, DAMODAR SUAR AND PRATAP K.J. MOHAPATRA This article examines whether service quality of Indian commercial banks increases customer satisfaction that fosters customer loyalty. Data were collected from 350 valued customers of scheduled commercial bank branches in Orissa (India). A questionnaire elicited information on socio-demographic variables along with human, technical, and tangible aspects of service quality, customer satisfaction, and loyalty. Results suggest that better human, technical and tangible aspects of service quality of the bank branches increase customer satisfaction. Human aspects of service quality were found to in uence customer satisfaction more than the technical and tangible aspects. Customer satisfaction furthers customer loyalty. Increase in service quality of the banks can satisfy and retain customers. In the Indian banking sector, human aspects are more important than technical and tangible aspects of service quality that in uence customer satisfaction and promote and enhance customer loyalty. Usha Lenka is Research Scholar in the Department of Humanities and Social Science at IIT Kharagpur (India); Damodar Suar is Professor, Department of Humanities and Social Science, IIT Kharagpur (India) and Pratap K.J. Mohapatra is Professor, Department of Industrial Engineering and Management, IIT Kharagpur (India). Post-liberalisation in 1990s has witnessed tremendous changes in the Indian banking sector as a part of nancial sector reforms. Prior to economic liberalisation, public sector banks enjoyed a protected market. After liberalisation, Indian banks were exposed to free market competition and consequently, the strategic need for customer retention. Banks tend to emphasise customer retention because the cost of acquisition of new customers is higher than their retention. Intense competition and con- tinuously evolving customer demands have led Indian banks to identify at University of Bedfordshire on April 9, 2011 joe.sagepub.com Downloaded from
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48 / Usha Lenka, Damodar Suar and Pratap K.J. Mohapatra
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This note was uploaded on 04/21/2011 for the course BUSINESS AAF001-1 taught by Professor Dr.tony during the Spring '11 term at University of Bedfordshire.

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Service Quality, Customer Satisfaction, and Customer Loyalty in Indian Commercial Banks

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