A Comparative Analysis of Public & Private Sector Banks Using Servqual Dimensions in Ahmedabad

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Chapter 1
Research methodology

1.1 Scope of the study:

The study would try to throw some insights into the existing services provided by the banks and the gap between the customer expectations, perceptions and the actual state of performance. The results of the study would be able to recognize the lacunae in the system and thus provide key areas where improvement is required for better performance and success ratio.

1.2 Research Objectives:

(1) To find out the level of expectation and the level of perception of the customers from the services offered by the banks.

(2) To compare the level of perception and expectation of the services offered by the banks.

(3) To know which service quality dimension the bank is performing well and in which dimension it needs improvement.

(4) To know the preference towards the public sector and private sector banks.

3. Sampling Design:

➢ Targeted banks: ICICI,HDFC,SBI,BOB

➢ Sampling Frame: All the customers of four banks in Ahmedabad.

➢ Sampling Unit: Any customer of four banks in Ahmedabad.

➢ Sampling Area: Ahmedabad.

➢ Sampling Method: Non- Probability Convenience Sampling

➢ Sample Size: 200 Respondents

|Bank |Respondents | |ICICI |50 | |HDFC |50 | |SBI |50 | |BOB |50 |

1.4 Data Sources:

➢ Primary Data:

It is collected through structured questionnaire by conducting survey.

➢ Secondary Data:

Internet, journals, books, magazines, etc.....

1.5 Research Design:

Our research is Descriptive in nature as the banking industry is well-developed in India and lot of research has already been done in this area.

1.6 Research tool :

• SERVQUAL Analysis.

SERVQUAL is an instrument for measuring how customers perceive the quality of a service. In the mid-1980s Berry and his colleagues Parasuraman and Zeithaml began to investigate what determines service quality and how it is evaluated by customers. As a result of their study they developed the SERVQUAL instrument for measuring service quality, which initially included 10 service quality dimensions, which were later reduced to the following five: tangibles, reliability, responsiveness, assurance and empathy.

The instrument is based on the idea of the disconfirmation model, in other words on the comparison of customers’ expectations with their experiences from the service. Usually, the five dimensions of the instrument are described through the use of 22 attributes an “respondents are asked to state (on a seven-point scale from “Strongly disagree” to “Strongly agree”) what they expected from the service and how they perceived the service.”

This instrument has been widely used by researchers, but still, there are some controversies in its applicability across different service industries. In some studies the five dimensions of the instrument (determinants) have been found to be unstable across different types of services. Therefore, the SERVQUAL tool should be applied very carefully and the set of determinants and attributes used should be adapted to the specific situation.

• Chi-Square test of independence

The test is applied when there are two categorical variables from a single population. It is used to determine whether there is a significant association between the two variables. For example, in an election survey, voters might be classified by gender (male or female) and voting preference (Democrat, Republican, or Independent). We could use a chi-square test for independence to determine whether gender is related to voting preference. This approach...
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