Dimension Specific Technique of Evaluating Service Quality
Sudeshna Dutta

Sudeshna Dutta*, MBA, Centurion University of Technology and Management, Bhubaneswar, India. 
Manuscript received on September 16, 2019. | Revised Manuscript received on 24 September, 2019. | Manuscript published on October 10, 2019. | PP: 2109-2118 | Volume-8 Issue-12, October 2019. | Retrieval Number: L32891081219/2019©BEIESP | DOI: 10.35940/ijitee.L3289.1081219
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Abstract: In the course of changing business environment and strong antagonism from similar business firms, surviving in the market and to change according to the dynamic business environment have become a challenge for many business firms. The problem becomes more apparent in the context of Banking, where the products are not much differentiated from each other. Providing superior service than one another has become the key tool for surviving and gaining competitive advantage in the service industry since its offering compromise mainly with intangible elements. This research paper intends to provide to understand comprehensively the dimensions of service quality. Service expectations of banks are different from different markets. This research will extend the understanding of service quality due to disparity in market condition and contextual circumstances. Firstly it attempts to evaluate the relationship between service quality and customer satisfaction in the context of Indian retail Banks. Secondly, it assesses the impact of transactional factors on service quality. The present paper endeavored to apply the SERVPERF scale to identify, evaluate and prioritize the most significant consumer’s service quality dimensions. The study is undertaken in the city of Bhubaneswar of Odisha state. To extract significant factors of service quality dimensions, exploratory factor analysis is carried out. Reliability test was employed to verify the instrument to measure service quality.Further multivariate regression analysis is used to evaluate the impact of service quality dimensions on customer satisfaction. Three dimensions namely Tangibles, Reliability, and Responsiveness came out distinctively and revealed a strong relationship with customer satisfaction. Further Linear Regression is employed to analyze the influence of Transaction Factors on Service Quality. Occasional visitors and Saving account holders of the customer group have a significant influence on Service Quality. Many types of research in the past has been carried out to understand the relationship between Customer Satisfaction and Service quality, but then there is a requirement of researches into the dimensionality of service quality, for the reason that of disparity in market condition, contextual circumstances, and cultural issues. Moreover transactional factors are introduced in the research which will add richness in the literatures of service marketing. The finding of the study would also direct the bankers how well they could construct marketing strategies, serve present and prospective customers better for increasing and sustaining in the business.
Keywords: Customer Satisfaction, Service Quality Dimensions, SERVPERF, SERVQUAL, Transactional Factors
Scope of the Article: Quality Control