Service Quality and its Impact on Customer Satisfaction in Modern Banking Sector in Selected Districts of Karnataka

In any business - to-customer (B2C) type of environment, satisfying a customer is the ultimate goal and objective. More often than not, it can be quite an issue. This is perhaps due to the fact that organizations sometimes do not really understand of what actually goes on in a customer's mind. As such, this predicament has provided as a challenging task to most business conglomerates that places strong emphasis on customer relations. Although many researches and studies were conducted on the actual working of the customer's mind, till today it is a still a mystery. Therefore, this research focused on the measurement of customer satisfaction through delivery of service quality in the banking sector in selected districts of Karnataka like Bangalore urban, Bangalore rural Chitradurga ,Davanagere and Tumkur . A quantitative research was used to study the relation between service quality dimensions and customer satisfaction. Assurance has positive correlation but it has no significant effect on customer satisfaction. Reliability has negative relationship but it has no significant effect on customer satisfaction. Tangibles have positive correlation and have significant impact on customer satisfaction. Empathy has positive relationship but it has no significant effect on customer satisfaction. Responsiveness has positive correlation but not significant with customer satisfaction. The study highlights implications for marketers in banking industry for improvement in delivery of service quality.