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Parida, Bivraj Bhusan
- Multi-channel Integration and its Impact on Service Quality Perception of Bank Customers
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Authors
Affiliations
1 Dept. of Management Science, Bengal Institute of Technology and Management, West Bengal.
2 Department of Tourism Management, The University of Burdwan, Burdwan, West Bengal.
1 Dept. of Management Science, Bengal Institute of Technology and Management, West Bengal.
2 Department of Tourism Management, The University of Burdwan, Burdwan, West Bengal.
Source
International Journal of Marketing and Business Communication, Vol 1, No 1 (2012), Pagination: 1-10Abstract
Technology embedding in banking service has enabled the banks to channelize their services with rapid disintermediation. The operational aspects of banking services has been further augmented by the convergence of technologies as the bank-customers are now being served on multiple and integrated channel platforms. The shift in operational practice of the banks has influenced the perception of the customers with regard to the service quality as their convenience and aspirations grew. The Indian banking sector has metamorphosed on all possible technological dimensions in recent years. The service-blueprint of the Indian banks has witnessed modification of service delivery channels and vis-a-vis interpretation of service quality assured and experienced. This paper attempts to identify the link between the multi-channel service delivery performance and perceived service quality with an empirical concept of multi-channel service quality index (MCSQI) being introduced. The study was carried out in the context of the largest public sector bank in India - State Bank of India at Bolpur and Santiniketan, West Bengal, India. The researcher used a number of statistical analyses to explore the probable link between multi-channel performance and perceived service quality and possible impacts of MCSQI on customer satisfaction and their subsequent investments in profit inducing products/services offered by their banks. The results displayed a statistical significance between the variables suggesting a behavioural adoption of the customers of new-age banking.Keywords
Multi-channel, Service Quality, Perception, Bank, Customer Satisfaction
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Abstract Views :340 |
PDF Views:2
Authors
Affiliations
1 Department of Business Administration, The University of Burdwan, West Bengal, IN
2 Department of Tourism Management, The University of Burdwan, West Bengal, IN
1 Department of Business Administration, The University of Burdwan, West Bengal, IN
2 Department of Tourism Management, The University of Burdwan, West Bengal, IN
Source
International Journal of Marketing and Business Communication, Vol 3, No 3&4 (2014), Pagination: 1-12Abstract
Customer's association with the service provider in order to get various services leads to expectation from the providers. Customers always try to estimate their perceived services in respect of the several service quality dimensions which over times varies situation-wise, culture-wise, nation-wise, sector-wise as well as industry-wise. Empirical studies indicated that every dimension of the service quality plays a significant role in customers' mind on the quality of services perceived in respect to a specific service industry. In this paper, while investigating dimensional structure of service quality for the largest as well as one and only public sector life insurance company of India, namely Life Insurance Corporation of India (LICI) in Burdwan district, West Bengal, researchers studied the customers’ expectation and perception of the quality of services and used Bexley’s Customer Retention Indicator Grid to evaluate the customers' expectation-perception score against each dimension of the service quality provided by the Life Insurance Corporation of India.Keywords
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