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Identifying Service Quality Gaps In Banking Sector: A Comparison Study Between Private And Public Banks (Customer Perspective)

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Introduction:
Introduction of Liberalisation Privatisation and Globalisation (LPG) in Indian economy has affected almost all the sectors and industries of the economy. Indian banking industry is no exception to that. The net result of such policy initiatives has been increased competition at the marketplace. The fight for customers has got intensified. Literatures establish a direct link between service quality and marketing performance of banks thus concluding that loyal customer base can only be created through superior service. Hence effectiveness of service quality of banks is largely being tested to forecast the marketing performances of the banks. It has also been seen that degree and effectiveness of service quality has been said to be different in case of public and private sector bank. The paper investigates the service quality gaps existing with the offerings of the leaders of public and private sector banks of India, viz., SBI and HDFC Bank. An attempt has also been made to identify the weak links of select banks and enable the banks to understand the areas of their strengths and weaknesses and work upon to infuse efficiency and effectiveness.

In the days of intense competition, the banks are no different from any other consumer marketing company. It has become essential for the service firms in general and banks in particular to identify what the customer's requirements are and how those customer requirements can be met effectively. In the days where product and price differences are blurred, superior service by the service provider is the only differentiator left before the banks to attract, retain and partner with the customers. Superior service quality enables a firm to differentiate itself from its competition, gain a sustainable competitive advantage, and enhance efficiency (Mei et al. 1999; Kandampully and Suhartanto 2000; Gounaris et al. 2003). The benefits of service quality include increased customer satisfaction, improved customer retention, positive word of mouth, reduced staff turnover, decreased operating costs, enlarged market share, increased profitability, and improved financial performance (Rust and Zahorik 1993; Cronin et al. 2000; Kandampully and Suhartanto 2000; Duncan and Elliott 2002; Janda et al. 2002; Sureshchandar et al. 2002; Gounaris et al. 2003; Kang and James 2004; Yoon and Suh 2004). The construct of service quality has therefore been a subject of great interest to service marketing researchers.

Number of Pages of Project Report: 68
Package Includes: Project Report
Project Format: Document (.doc)

Table of Contents of Project Report:
CHAPTER 1: INTRODUCTION 1
CHAPTER 2: REVIEW OF LITERATURE 2
CHAPTER 3: CONCEPTUAL FRAMEWORK 4
BANKING INDUSTRY IN INDIA 9
BANKING SECTOR IN INDIA 18
TOTAL ASSETS OF INDIAN BANKING SECTOR 18
GROWTH OF ATMS IN INDIA 18
INDUSTRY 18
RELATED NEWSMORE 19
INDIA IS ONE OF THE WORLD'S LARGEST GROWTH MARKETS… 20
SBI 24
HDFC BANK 29
CHAPTER 4: RESEARCH METHODOLOGY 32
CHAPTER 4: DATA ANALYSIS 35
SERVQUAL ANALYSIS 49
GAP MODEL FOR PUBLIC SECTOR BANKS 49
FINDINGS SERVICE QUALITY GAP ASSESSMENT OF STATE BANK OF INDIA 55
CONCLUSION 60
REFERENCES 61


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