Impact of Service Quality, Service Convenience and Perceived Price Fairness on Customer Satisfaction in Indian Retail Banking Sector

Abstract

This study examines the extent to which service quality, perceived price fairness and service convenience (antecedents of customer satisfaction) influence customer satisfaction for Indian retail banking sector. Dimensions of service quality are human behaviour, tangibility and information technology. Dimensions of service convenience are decision convenience, access convenience, transaction convenience, benefit convenience and post-benefit convenience. A cross-sectional research on 445 retail banking customers through structured questionnaire is conducted. Population of study is valued retail urban customers of public and private sector banks in Rajasthan, who frequently visit bank premises for transactions, have accounts in at least two banks and have availed of at least one information technology-based services. Results indicate that except tangibility, all antecedents of customer satisfaction have positive impact on customer satisfaction. Human behaviour contributes maximum in explaining customer satisfaction. This study highlights the importance of service quality, service convenience and price in satisfying customers. With this knowledge, bank managers can focus on these factors to satisfy customers and to retain them.