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Double-Blind Peer Reviewed Refereed Open Access International Journal

SERVICE QUALITY AND CUSTOMER SATISFACTION OF THE PUBLIC AND

PRIVATE SECTOR BANKS IN SELECTED CITIES OF TAMILNADU, INDIA

*Dr. Kavitha Nachimuthu,

Associate Professor, Department of Business Administration, RD National Arts and Science
(Co-education) College, Erode. Tamilnadu.India.

**Dr.D.Muthukrishnaveni,
Associate Professor, Department of Management Studies, Velalar College of Engineering and
Technology, Erode. Tamilnadu.India.

Abstract

Purpose: The aim of the study is examining the service quality and its relationship between
customer satisfaction of the public and private sector banks in selected cities of Tamilnadu.
Customer satisfaction is very important for the success of service sector which focuses on
frequent purchases and word-of-mouth marketing of the products and services by Salaar et al
(2004). The study aims to examine the scope to which banking sector in Zimbabwe try to attain
customer satisfaction through service quality and try to reduce attrition by Viriri Piason (2013).
Therefore, performance of the banks always depends on the service quality and customer
satisfaction of the banking sector.

Design/methodology/approach – The present study was to assess the service quality and
customer satisfaction of public and private sector banks. To measure the service quality and
customer satisfaction, SERVQUAL model has been established in relation to the banking
industry with sample of 521 respondents, SMART PLS 3 Version for Structural Equation Model
have been used to identify the variables relating to performance of the banking sector. This
research paper aims to estimate the service quality and customer satisfaction of public and
private sector banks using the SERVQUAL model. The data were analyzed to identify service
quality and customer satisfaction related factors for public and private sector banks.

Findings – By using structural equation model, 20 measurement items with a path coefficient
greater than (0.5) were identified to form five service quality dimensions namely tangibility,
reliability, responsiveness, assurance and empathy on customer focus for the public and private
banking explained 63.9 percent of the variance.

Practical implications – The service quality of the public and private sector banks has serious
implications on the satisfaction of its customer in terms of performance aspects. The banking
sector aim is to achieve higher banking performance in terms of service quality to its customers.

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Originality/value – This exploratory research is novel, investigating the service quality and
customer satisfaction of public and private banks are seldom sampled. Despite being limited with
few alternatives such as public and private banks are very important for the study purpose.

Keywords: Banking, Customer satisfaction, SERVQUAL and public and private sector

Introduction

The service quality is way of to retain its existing customers and trying to acquire new
customers, decrease costs, improve corporate image, make positive word-of-mouth references,
and improve profitability of the firm by Berry et al., (1982); Cronin et al., (2000); Kang &
James,( 2004); Reichheld & Sasser, (1990); Rust & Zahorik, (1993); Yoon & Suh, (2004). In the
past two decades, service quality has increased a significant amount of attention by researchers
and experts. Service quality can rise the performance of a firm which is trusted by the experts
like Al-Hawari, (2006); Black, Briggs, & Keogh, (2001); Caruana, Money, & Berthon, (2000);
Cheruiyot & Maru, (2013; Haynes & Fryer, (2000); Yoo & Park, (2007). Though, service quality
and customer satisfaction as similar terms. The idea of service quality and customer satisfaction
are related to each other by Amin & Isa, (2008); Angur, Nataraajan, & Jahera Jr, (1999); Arasli,
Katircioglu, & Mehtap-Smadi,(2005); Avkiran,(1994); Awan, Bukhari, & Iqbal,(2011). This
study recommends that service quality is positively associated with customer satisfaction in the
conventional banking industry of Pakistan which was the findings from Raza, Jawaid, and
Hassan (2015).

The SERVQUAL model has analytical features and has some practical implications of
the study stated by Parasuraman, Berry, and Zeithaml (1991), Parasuraman, Zeithaml, and Berry
(1994). The SERVQUAL model is multidimensional and can offer more analytical evidence on
the banking sector as compared to other service measurement scales such as SERVPERF which
was suggested by Angur et al. (1999). SERVQUAL model has been used by academic
researchers and service industries by Awan et al., (2011); Chi Cui,Lewis, & Park, (2003); Lam &
Woo, (1997); Lim & Tang, (2000); Raza et al., (2015); Sureshchandar, Rajendran, &
Anantharaman, (2003); Wang, Lo, & Hui, (20030; Yavas, Bilgin, & Shemwell, (1997); Zhu et
al., (2002). These are five dimensions of service quality as follows: Reliability (ability to do
services exactly); Tangibles (physical services, staff, equipment, building and etc.);
Responsiveness (readiness to support and respond to customer requirements); Empathy
(consideration, individual service is given to the customer); Assurance (staff ability to motivate,
self-assurance, belief and consideration to bank staff).

Service quality has been related with customer satisfaction of the banking industry stated by
Avkiran, (1994); Le Blancand Nguyen, (1988); Blanchard and Galloway, (1994). Banks
recognize that offering quality service to customers is important for success of banking business

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and subsistence to meet global competitive banking situation stated by Lewis and Pescetto,
(1996); Wang et al., (2003). It has revealed that satisfying customers is not enough to retain its
customers. Since, even satisfied customers of the bank are the problem at a high rate in many
industries expressed by Schneider and Bowen, (1999). There is a positive relationship between
customer satisfaction and loyalty stated by Horstmann (1998). Grönroos, (2000); Zairi, (2000);
According to them, a satisfied customer is more likely to repurchase a product and services and
share his experience with other people and moreover dissatisfied customer can leave business
than highly satisfied customers. The objectives of the study are to investigate the impact of
customers’ perceived and desired levels of service quality of the public and private sector banks
to service quality dimensions, determine the significance of service quality and customer
satisfaction within the banking sector and offer suitable solution to enhance the service quality
and customer satisfaction in the banking sector.

Statement of the Problem

There is an imperious need for identifying the ability of the banking sector to satisfy the
service quality requirements of customers’ expectations. The customers’ approach can help the
banks to streamline their policy selections to compete the global competition in this dynamic
business environment by portioning the banking industry into different banking groups. In this
situation, the researcher tried to examine the customers’ perceived and desired levels of service
quality among the public and private sector banks in selected cities of Tamilnadu.

Review of Literature

Hashim Zameer et al (2015), The aim of this paper is to explore the impact of services quality,
customer satisfaction and corporate image on customer perceived value in the banking sector of
Pakistan. The relationship between dependent and independent variables taken from the
previous literature a model is established. The data are collected from 200 respondents taken
from Pakistan using structured questionnaire. Correlation and regression are used to estimate the
relationship between variables and find out the level. The results provide that there is a positive
relation between the service quality, customer satisfaction and corporate image. It is also
analysed by the results that service quality and customer satisfaction have high influence on the
customer perceived value where corporate image also result the customer perceived value. Banks
how they can progress the customer perceived value over enlightening their service quality,
customer satisfaction and corporate image his paper identified the impact of service quality,
customer satisfaction and corporate image on the customer perceived value that supports the
banking sector.

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Vinita Kaura et al (2015), the aim of this paper is to study the extent to which service quality,
perceived price and fairness and service convenience impact on customer satisfaction and
customer loyalty for Indian retail banking sector. It discovers the role of customer satisfaction as
facilitating variable between service quality dimensions, perceived price and fairness, service
convenience dimensions and customer loyalty. A cross-sectional research on 445 retail banking
customers were selected in Rajasthan, India, who regularly visit bank premises for transactions
and information related to technology-based services. The data were analysed using factor
analyses and regression analyses. The results disclose that service quality dimensions, perceived
price and fairness and service convenience dimensions have positive impact on customer
satisfaction and customer loyalty. This study enlightens the importance of customer satisfaction
for attaining customer loyalty for Indian retail banking sector. The paper highlights the
importance of customer satisfaction for attaining customer loyalty. Impact of SERVCON
dimensions on customer loyalty is introduced.

Justin Paul et al (2016), the purpose is to observe the impact of numerous service quality
variables on the overall satisfaction of customers and relate the private and public sector banks
by a sample from India. The paper describes how a different variable are both negatively and
positively influencing customer satisfaction with the support of stepwise regression. The data
collected from 500 respondents, 250 customers of private sector banks and 250 customers of
public sector banks. Products knowledge, response to need, solving questions, fast service, quick
connection to the right person, and efforts to reduce queuing time were found to be the factors
that are positively related with overall satisfaction and assistance to the customer, appearance,
and follow up are negatively associated with customer satisfaction in private sector banks.
Products knowledge, and fast service are the factors which are related positively, and appearance
is the only factor that is negatively associated in public sector banks. The mechanisms of service
quality that are positively related are not the same in public sector banks as they are in private
sector banks.

Muslim Amin (2016), the purpose of the study is to examine the internet banking service quality
and its implication on e-customer satisfaction and e-customer loyalty. The total sample of 1000
respondents were selected for the study purpose and 520 were returned. The results of the study
established that the all four dimensions (personal need, site organization, user friendliness, and
efficiency of website) are distinct constructs. The results also showed that internet banking
service quality containing of four dimensions has appropriate reliability and each dimension has
a positive significant relationship with internet banking service quality. The efficiency of
banking website is the significant part of internet banking service quality. The finding gives that
the relationship between internet banking service quality, e-customer satisfaction and e-customer
loyalty are important. The results provide that the higher level of internet banking service quality
significantly impacts to e-customer satisfaction and accordingly leads to e-customer loyalty and a

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lower intention to leave the bank. This study suggests a model to know the effect of internet
banking service quality on e-customer satisfaction and e-customer loyalty in developing country.

Ngo, Vu Minh et al (2016), the study provides a research model of the interrelationships between
service quality, customer satisfaction, and customer loyalty. The survey is showed with retail
banking customers of 261 respondents. The hypotheses are then planned and tested using
confirmatory factor analysis (CFA) and the structural equation model (SME). The analysis
discloses that service quality and customer satisfaction are significant for the analysis. The
customer loyalty and customer satisfaction facilitate the effects of service quality on customer
loyalty. These findings recommend that there are non-linear relationships between three models
and emphasize the need to treat customer loyalty management as a process which contains
factors interrelating with each other.

Muhammad Ali et al (2017), The purpose of this study is to examine the relationship between
service quality and customer satisfaction among the customers of Pakistani Islamic banks. This
study provides modified SERVQUAL model. A self-administered questionnaire was prepared,
and field survey conducted. The data were collected from 450 customers of Islamic bank. The
analysis is to determine the service quality perception and customer satisfaction. The sample data
were statistically analysed through exploratory factor analysis followed by confirmatory factor
analysis (CFA) and structural equation modelling (SEM). The results showed that the
multidimensional service quality scale is positive and significantly associated with the
unidimensional scale of customer satisfaction. The compliance dimension of the SERVQUAL
model shown its importance by viewing the highest contributing factor in the overall model. This
study has practical implications for the policy-makers of Islamic banks to know the behavioural
aims of Islamic bank customers.

Danijela Tadic et al (2018), the purpose of this study was to examine a fuzzy decision-making
model to evaluate customer satisfaction level which has a serious impact on the bank’s
competitive advantage. Value of customer satisfaction level can be regulated by regarding all the
factor values which are provided. The relative importance of indicators and their values are
inaccurate and uncertain variables which are modelled as per the fuzzy set theory. It is specified
by analogy to fuzzy analytic hierarchy process framework by relative importance of indicators
under each identified customer satisfaction factor. The overall index of customer satisfaction is
provided by seeing aggregated values of customer satisfaction factors. The quality of banking
services is determined by using fuzzy logic and the level of customer satisfaction which is
closely related.

Mukaila Ayanda Aremu et al (2018), the study analyse the impact on service quality dimensions
on customer satisfaction in banking. The total sample of 250 customers of Nigerian Banks for the
study purpose by using multiple correlation, descriptive analysis, and Multiple Regression. The
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study’s findings provide that, there is relationship between service quality dimensions of that
tangibles, reliability and responsiveness have a significant impact on customer satisfaction in
banking industry. The study determined that since service quality has showed to be an important
factor and the driving force behind customer satisfaction in banking Industry. The study suggests
that the management should improve quality services to satisfy customer’s requirements. The
study further suggested that for Nigerian banks to be more responsive, it needs to look at
customer point of view rather than the banks’ viewpoint.

Naser Alolayyan et al (2018), the aim of this paper is to study the effect of the constructs of
service quality and customer satisfaction in commercial banks functioning in Jordan. The study
gives novelty and importance of the dimensions of service quality confirmed namely assurance;
reliability; tangibles; empathy; and responsiveness. Customers' satisfactions are mostly
influenced by the service quality. Customers specified that, higher satisfaction with the five
dimensions of service quality. This finding strengthens the need for banks managers to place an
emphasis on the fundamental dimensions of service quality, especially on assurance to
improving service quality in order to increase customer satisfaction. Managers should be aware
that, among the various dimensions of service quality, assurance was especially significant in
development of customers satisfaction of Jordanian commercial banks. It is outward that
concentrating on providing high quality services and improve service quality effectively is
serious issue.

Materials and Methods

The present study founds an analytical research, the methodology implemented which includes
the measurement of service quality using Service Quality (SERVQUAL). There are totally 47
public and private banks spread over in the selected cities such Coimbatore, Erode, Salem,
Karur, Trichy and Tanjore of Tamilnadu, India. The study purpose both public sector and private
sector banks were selected and the total sample of 521 customers from each of the selected cities
were selected at randomly. Thus, the study has a total sample size of 521 respondents selected by
adopting the Stratified Random Sampling Technique. SMART PLS 3 Version for Structural
Equation Model have been used to identify the variables relating to performance of the banking
sector. The required data has been collected during the period from May 2018 to October 2018.

a). Structural Model

The research is supportive to assessment of structural equation model. The structural equation
model was measured after the validity and reliability test and the measurement model was
established for the research purpose. The aim of assessing the structural equation model was to
test the research hypotheses using the bootstrap re-sampling procedure with the help of SMART
PLS Version 3. In this method, the strength of associations between the independent and

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dependent variable were measured and the values were confirmed through the β values and t-
statistics.

b). PLS path model and hypothesis

The theoretical framework developed based on SEM model on service quality and customer
satisfaction of the public and private sector banks basis has established for the study purpose and
shown in figure 1. With a general review of service quality and customer satisfaction literatures,
structural equation model using component based PLS path modelling is built by setting up five
hypotheses with 20 attributes for results purpose.

H1 – There is a positive and significant relationship between the public and private sector banks
in service quality dimensions of tangibility;

H2 – There is a positive and significant relationship between the public and private sector banks
in service quality dimensions of reliability;

H3 – There is a positive and significant relationship between the public and private sector banks
in service quality dimensions of responsiveness;

H4 – There is a positive and significant relationship between the public and private sector banks
in service quality dimensions of assurance;

H5 – There is a positive and significant relationship between the public and private sector banks
in service quality dimensions of empathy.

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Figure 1 Conceptual Model

Source: Author

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Figure.2. The result of Path Analysis

Source. Author.

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Table 1: Path Coefficients ( Service quality dimensions )

T Statistics
Sample Standard
Original
Path Mean Deviation (|O/STDEV|) P Values
Sample (O)
(M) (STDEV)
coefficients

Assurance ->
Perception of Service 0.326 0.324 0.021 15.277** 0.000
quality

Empathy ->
Perception of Service 0.553 0.551 0.040 13.904** 0.000
quality

Reliability ->
Perception of Service 0.226 0.222 0.025 9.028** 0.000
quality

Responsiveness ->
Perception of Service 0.268 0.263 0.028 9.557** 0.000
quality

Tangibility ->
Perception of Service 0.096 0.102 0.024 5.999** 0.000
quality

Source: Output from Smart PLS.

Notes: p-values: ** = < 0.01, * =< 0.05

In table 1, the path coefficients show that, service quality and customer satisfaction of the
public and private sector banks have positive significant impacts towards assurance (t =15.277, P
= 0.000), empathy (t = 13.904, P =0 .000), reliability (t = 9.028, P = 0.000), responsiveness (t
=9.557, P =0.000) , tangibility (t = 5.999, P =0.000) at the significance level of 0 .01. Hence, H1,
H2, H3, H4, and H5 are supported by the analysis result. It was found to have positive significant
impacts on service quality and customer satisfaction of the public and private sector banks at the
significance level of 0.01. The R2 values in the endogenous latent variable in the structural
model showed that service quality dimensions which explained 81.8% and R2 adjusted explained
as 89.1% of variance in assurance, empathy, reliability, responsiveness and tangibility.

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c). Reflective Measurement Model

The aim of evaluating the reflective measurement model is to examine the adequacy of measures
which is to access and whether the items express reliability and validity in the given data. This
model assesses the subsequent variables such as convergent validity, discriminant validity, and
reliability. Convergent validity was measured to check the items are measuring the same in the
given data.

Table2. Assessment of the Convergent Validity of Constructs.

Constructs Items Item loading Cronbach’s Composite AVE R2

α adjusted
reliability R2

Assurance -> 5
Perception of 0.716-0.714 0.794 0.806 0.742
Service quality

Empathy -> 5
Perception of 0.722-0.784 0.784 0.841 0.715
Service quality

Reliability -> 5
Perception of 0.741-0.762 0.740 0.741 0.718
Service quality

Perception of
Service quality ->
Customer 0.711-0.766 0.831 0.858 0.755 0.818 0.891
satisfaction 20

Responsiveness - 5
> Perception of 0.743-0.787 0.739 0.796 0.767
Service quality

Tangibility -> 5
Perception of 0.775-0.803 0.755 0.847 0.626
Service quality

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Source. Author.

Note. AVE = average variance extracted

Assessing convergent validity are factor loadings, average variance extracted (AVE), and
composite reliability. Loadings of all items should exceed the value of 0.5 as suggested by Hair
et al., (2011) as shown in the table.2. AVE should be >0.5 as suggested by Barclay et al., (1995).
The AVE measures the variance captured to measurement error by the indicators relative to
validate using a construct. A value of AVE exceeding 0.5 validates that more than 50% of the
variance of the construct is due to its indicators as per the analysis. Results shows that the AVE
is between 0.626 and 0.767. The CR values are between 0.796 and 0.858, which are >0.7 as
suggested by Fornell and Larcker (1981). All items have adequate reliability assessment scores
as specified by the CR values.

Table 3. Assessment of the Discriminant Validity of Constructs

Diagonal value: Square root of AVE, nondiagonal value: Correlation

Perception
Customer Empath Reliabilit Respons Tangib
Construct Assurance of Service
satisfaction y y iveness ility
quality

Assurance 0.620

Customer
0.637 0.646
satisfaction

Empathy 0.604 0.721 0.646

Perception
of Service 0.711 0.791 0.791 0.693
quality

Reliability 0.666 0.607 0.607 0.593 0.615

Responsive
0.630 0.682 0.682 0.611 0.599 0.653
ness

Tangibility 0.627 0.607 0.627 0.633 0.635 0.626 0.554

Source. Author.

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The consequent step is to evaluate the discriminant validity of constructs; the extent that items is
defining various concepts as recommended by Garver and Mentzer, (1999). Discriminant
validity can be assessed by comparing the square root of all AVE for each construct are stated in
the data. So, that they exceeded all the inter-factor correlations between each construct of the
variable specified. The Table 3 indicated that, the measurement model has suitable level of
discriminant validity. It is recognized from the values of the square root of all AVE values for
each construct that exceeded all the inter-factor correlations between each and other construct. It
can be used for more testing the structural model and determined that all items have enough
validity and reliability.

Table 4 Assessment of Structural Model

Hypothesis Relationship Standard Standard t-value Decision

beta error

H1 Assurance -> Perception 0.824 Supported*

0.044 15.277**
of Service quality

H2 Empathy -> Perception 0.856 Supported*

0.013 13.904**
of Service quality

H3 Reliability -> Perception 0.869 Supported*

0.012 9.028**
of Service quality

H4 Responsiveness -> 0.821 Supported*

Perception of Service 0.010 9.557**
quality

H5 Tangibility -> Perception 0.781 Supported*

0.016 5.999**
of Service quality

Source. Author. *P<0.05

The Table 4 exhibited that, the relational norms showed a strong positive influence (β = 0.824, t-
value = 15.277, P < 0.05) on relationship concern towards assurance of service quality
dimensions results from the structural model, relationship on empathy of service quality
dimensions showed a strong positive influence (β = 0. 856, t-value = 13.904, P < 0.05),
relationship reliability of service quality dimensions showed a strong positive influence (β =
0.869, t-value = 9.028, P < 0.05), relationship responsiveness of service quality dimensions
showed a strong positive influence (β = 0.821, t-value = 9.557, P < 0.05), relationship tangibility
of service quality dimensions showed a strong positive influence (β = 0.781, t-value = 5.999, P <

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0.05). Thus, the results find that, support for H1, H2, H3, H4 and H5 relational norms have
significant influence on service quality and customer satisfaction towards public and private
sector banks.
Table 5 Assessment of patients beyond border effect relationship service quality and
customer satisfaction

Hypothesis Indirect effect Standard t-value Bootstrapped confidence

error interval

Path a Path b a*b 95% lower 95% upper

limit limit

H5 0.872 0.712 0.620 0.005 5.999* 0.639 0.847

Source. Author.

*p<0.05

The Table 5 shows that, the bootstrapped estimate of the indirect effect is estimated to lie
between 0.712 and 0.872 with 95% confidence level. Because, zero is not in the 95% confidence
interval. it can be concluded that the indirect effect is indeed significantly different from zero at
P < 0.05 as suggested by Preacher and Hayes, (2004). Thus, hypothesis H7 is supported, in
which relationship tangibility mediates the link between service quality of customer satisfaction.
The value of variance accounted for of 63.9% indicates that relationship on service quality
dimensions towards public and private sector banks is a partial Intervention as suggested by Hair
et al. (2014). This study observed the relationship between the key elements of service quality
dimensions and customer satisfaction and its impact on private and public sector banks based on
the other related literatures on service quality and customer satisfaction has confirmed that,
significantly service quality dimensions focuses on the customer satisfaction. It can be concluded
that improve customer satisfaction to handle customer complications in continual way and
willing to solve the customer problems on time to ensure the customer satisfaction.

Conclusion

The impact of service quality on customer satisfaction in banking sector employees from Lahore,
Punja shows that, there exists a significant positive impact on the satisfaction of customers when
service quality is in consideration as per the discovered literature. This study also presented a
reliable finding with the previous researches that there is a significantly important positive
association between service quality and customers satisfaction as per the earlier research stated
by Faisal Tehseen Shah (2015). The analysis of the data provided the conclusion that five service
quality dimensions, the perceived level of service quality was far moderate than the desired

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levels. For most of the factors, the gaps were found to be more in the case of public sector banks
than that of the private sector banks. The study could also rebuild the conclusions of the earlier
literatures that the customers consider the reliability dimension as the primary important factor in
banking service. It shows that, care taken by the employees that will determine the success of a
public and private sector banks. The constant customer satisfaction helps to promote an increased
performance which helps to progress in the work practices of employees to satisfy their
customers and growth and developments implemented within the bank.

Recommendations

The Banking sector should start with strong relationship with other stakeholders to improve the
quality of service delivery. The planned model of customer satisfaction on service quality
dimensions may be used as a base for strategy efforts towards increasing its customer
satisfaction. The SERVQUAL model considered to other services which helps to improvement
of service quality to improve the overall satisfaction provided by the public and private banking
sector. customer satisfaction on service quality could be identified by conducting the market
research. Banking sector should focus on the innovation aspects of improve the service quality to
enhance the customer satisfaction. The forecasters of the service quality dimensions such as
tangibility, reliability, responsiveness, assurance and empathy have a strong impact on the
customer satisfaction. Banking service provider should think of evolving a competitive edge
which sets apart the products and services quality of the banking sector in a distinctive way.

Managerial Implications of the study

This study examined service quality scores for the dimension’s method as a collective at the
organizational level, primarily for the purpose of model development however complete service
quality is also studied by consumer’s viewpoint. The analytical evidence attained may be useful
to observe gaps in performance of the organization specified by Hayat M Awan (2011). This
study finds that public and private sector banks have been assessed positively by, but continuous
progresses are suggested to manage a competitive edge. Banking sector should ensure that
employees are able to provide professional services to its customers. Employees are important
resources of a corporation and the key to construct bridges with its customers. Training and
development assist organizations to be more elastic, positive and customer-focused in the face of
influential rivalry and serve as a key motivational tool sated by Cook (2008). The banks should
not reveal any data about the customers and protect their privacy since they are very sensitive.

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Limitations and Scope for future research

The results of this study cannot be generalized with the entire banking sector of Tamilnadu.
Though all the anticipated hypothesis were based on earlier research studies and evidences
shown in the previous literature, it is not possible to explain fundamental relationships among the
service quality variables of the study due to the absence of a longitudinal research design. Hence,
the findings of the study are not an indication for service quality dimensions relationships among
customer satisfaction variables. Numerous problems related with the time constraints and cost in
this research. The sample was drawn from the respective branch, this study may be limited in its
broad-spectrum of the results to others branches of this banking sector. The sample of the
present research involved both public and private sector banks and which excludes the foreign
banks. Future research should essence on a higher sample size and all types of banking sector in
Tamilnadu. Electronic banking should be incorporated as a factor to measure service quality and
customer satisfaction in future research. In addition, future researchers should focus on service
quality and customer satisfaction with respect to customer expectation and insight gap.
Moreover, directing an imitation research in other service industries such as telecommunication,
aviation, hotel, hospitality and tourism are also required.
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