RESEARCH METHODOLOGY

REPORT ON AN ARTICLE TAKEN FROM EFFULGENCE

GROUP 12
Anmol Bohre Aparna A Arshe Noor Malavika Sharad Anand 09 11 12 24 44

ARTICLE DETAILS
Title of the Article: Service Satisfaction in Indian Retail Banking ; An Empirical Study of Private Sector Banks

Name of the Journal: Effulgence

Author(s): Prof. H.K.Singh & Peeyush Kumar Pandey

Volume: 9

Number: 2

Period (month or season): July - December

Year: 2011

Pages: 19 - 31

REPORT ABSTRACT This report is an effort to examine the relationship between the service quality and satisfaction of two private sector bank of India. Service quality has been described as a form of attitude that results from the comparison of prospects with recital. Customers prefer similar financial products offered by some banks over the others. This report is an effort to find out the answers to these questions. RESEARCH PROBLEM To determine the perception of HDFC and ICICI bank customers to the service quality parameter, gap analysis of expected and acknowledged quality parameters. It also reveals the relationship between psychographic levels and satisfaction levels of customers. HYPOTHESES FORMULATION Chi square test has been conducted on 22 parameters of SERVQUAL S1 = Satisfaction of the ICICI customers w.r.t 5 service quality of SERVQUAL S2 = Satisfaction of HDFC Customers w.r.t 5 service quality of SERVQUAL H0: S1=S2 H1: S1 not equal to S2 METHODOLOGY The data was collected through a non-design structured questionnaire consisting of tangible measures, reliability measures, responsiveness measures, assurance measures and empathy measures. DATA COLLECTION & SAMPLE SIZE Two branches of the banks were randomly selected from Lucknow and Sultanpur. The structured questionnaires were used on a sample of 400 customers, the response rate out of which was 60%.

TEST USED IN RESEARCH Chi square test was used as statistical tool to conduct the analysis, and test the validity of the hypothesis. CONCLUSIONS The findings indicate that customers of the two banks are not similar w.r.t SERVQUAL. The findings also indicate that Private Sector Banks are very well accepted among Indian customers. SENSITIVITY There is no such sensitivity analysis conducted as the variables were Intangibles and were limited to five. LIMITATIONS

Since we are analyzing the Service Quality which is variable in nature and depends on the Human Behavior, there is a possibility that in the near future the findings may become invalid. Moreover as the samples were from districts of UP, they may not be applicable/extended to the other states.