"Identification of Service Quality Gaps in Case of Alternate Banking Channels by using SERVQUAL"

Abstract

The present study attempts to investigate the  perception regarding quality of service and expectation of the customers in case of alternate banking channels of different categories of banks in Tricity. The survey was carried out by extensively using the SERVQUAL dimensions tool. The paper contains the findings of the pilot study conducted in phase 1 of complete research andfocused on one of the important objectives of the ongoing research. The research was descriptive in nature; attempt was done to find the gap between perception and expectation of  customers. A questionnaire was validated through Banking experts and academicians. All items in the questionnaire were taken from existing literature. The study found that the expectations were higher than perception. Significant gaps were identified in dimensions such as reliability, responsiveness, assurance, empathy and tangibility in order of merit as per RATER Scale.