Customer Perception of Banking Services — A Comparative Study of Rural and Urban Branches

Abstract

Banking services are regarded as one of the important services. Banks provide financial services to the customers. Due to the rising competition and liberalization the banking industry has become the buyer's market. Banks need to create and develop the services which can satisfy the consumer needs. Customer satisfaction is a very important construct in today's market and it is directly influenced by service quality as per earlier studies. Therefore, the present research work has been carried out to analyze the customer perception of service quality in rural and urban bank branches and its impact on customer satisfaction. The study identifies six service quality factors which influence customer satisfaction regarding banking services and it is revealed by the analysis that satisfaction level of rural customers is higher as compared to urban customers.