Abstract
In India, the service sector is in a tremendous growth now. It contributes a considerable share in countries GDP. The initiatives of government on financial inclusion and expanding the coverage of the service and development of e- banking creates lot of opportunity for banking sector in terms of innovative financial product, customizes service to the customer. Assessing the service quality and reframing the existing SERQUAl model is necessary to address to the changing trend. In Developed countries, it is quite common that the growth of service sector is more and having good enough competition which makes them to redefine the service quality. This paper aims to the study the existing literature of service quality and prepares a new conceptual model. We used 31 literatures for this study from Elsevier publishers.
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