Ms. Pallavi Gupta Dr. Chhaya Mangal Mishra Dr. Tazyn Rahman

International Journal of Social Science & Interdisciplinary Research__________________________________ ISSN 2277 -3630
IJSSIR, Vol. 2 (8), AUGUST (2013)

Online available at indianresearchjournals.com
A COMPARATIVE STUDY ON CUSTOMER SATISFACTION IN INDIAN PUBLIC

SECTOR AND PRIVATE SECTOR BANKS
(WITH SPECIAL REFERENCE TO DELHI AND NCR REGION)
MS. PALLAVI GUPTA*; DR. CHHAYA MANGAL MISHRA**;
DR. TAZYN RAHMAN***
*ASST PROF.
JAIPURIA INSTITUTE, GHAZIABAD (U.P)
**ASST PROF.
SCMKVM, INDORE (M.P)
***ASST PROF,
JAIPURIA INSTITUTE, GHAZIABAD (U.P)
ABSTRACT:
The banking industry like many other financial service industries is facing a rapidly changing
Market, new technologies, economic uncertainties, fierce competition, and especially more
Demanding customers; and the changing climate has presented an unprecedented set of
Challenges. Customer service is one integral part of any facet of banking and it defines future of
Any banking organization. In banking sector, the whole range of activity and generation of
Income swivels around the customer. From a very comfortable and peaceful environment, now
the Indian Banking Sector is characterized by stiff competition for the customers satisfaction
and profit war between different banking groups i.e. (Private bank vs. Nationalized Bank). This
paper tries to analyze the comparative analysis of customer satisfaction among these two
categories of banks public and private sector banks using the list of service attributes based on
SERVQUAL method. Simple random sampling technique is adopted and sample size of the data
is 200 from the Delhi and NCR. This study is just a small step in understanding the multi
Dimensional construct of service quality and its implications in todays competitive
environment.
KEY-WORDS: Customer satisfaction, SERVQUAL, assurance, reliability, responsiveness,
physical Facilities and empathy, etc.
Introduction:
Banks play a very important role in the economic development of every modern state. Banks
operate at the heart of the modern economy. Traditionally, banking had been restricted from
private participation in India and public sector banks had been enjoying complete protection.
This scenario has changed since 1990. The decade of 90s witnessed a sea change in the working
of banking in India. Technology made tremendous impact by introducing anywhere banking
and anytime banking. The financial sector now operates in a more competitive environment
than before and involves relatively large volume of international financial flows. In the wake of
greater financial deregulation and global financial integration, the biggest challenge before the
public sector banks is to match the market requirement rather than being promoted by
Government or regulator. Foreign banks and the new private banks have embraced technology
69
right from the inception of their operations and therefore, they have adapted themselves to the
changes in the technology easily. Deregulation, liberalization and globalization have produced
intense competition in banking industry resulting into declining margins in traditional businesses,
increased cost pressures and greater risks. Market positioning, cost of intermediation and service
delivery are likely to be determinants of the efficiency of banks with respect to their
competitiveness. In the changed environment creating new customers and retaining the existing
ones have become difficult tasks for banks. To meet the competition, creating satisfaction of
customers has become primary objective of each bank.
What Satisfies a Customer?
According to Juran, Deming and Crosby its the quality of the product or service, that satisfies a
customer. Quality is especially important in the banking sector because duplication of products
and services is relatively easy. Further, differentiation of products is difficult in case of the
banking sector. Thus, quality becomes the only differentiator and the key to continuing success.
With increasing competition, banks that survive and succeed will be the one that provide quality
service. Research studies have repeatedly proved that customers are willing to pay for quality
service. Banks that wish to succeed and stay ahead must, therefore, systematically build a
structure that aims at providing Total Quality Service. As with the bank's financial goals, success
can be achieved only with proper analysis and suitable goals.
Service Quality and Customer Satisfaction:
There is a great deal of discussion and disagreement in the literature about the distinction
between service quality and satisfaction. The service quality school view satisfaction as an
antecedent of service quality - satisfaction with a number of individual transactions "decay" into
an overall attitude towards service quality. The satisfaction school holds the opposite view that
assessments of service quality lead to an overall attitude towards the service that they call
satisfaction. There is obviously a strong link between customer satisfaction and customer
retention. Customer's perception of Service and Quality of product will determine the success of
the product or service in the market. If experience of the service greatly exceeds the expectations
clients had of the service then satisfaction will be high, and vice versa. In the service quality
literature, perceptions of service delivery are measured separately from customer expectations,
and the gap between the two provides a measure of service quality.
Objectives:
1. To find out the parameters on which a customer decides with which bank he wants to be
associated with.
2. To compare the public sector banks and private sector banks in terms of customer
satisfaction.
Research Methodology:
The study is based on a survey conducted in Delhi and NCR with the help of Primary data And
Secondary data. The secondary data was collected from various possible records like books,
magazines, periodicals and websites. Simple random sampling technique is adopted and 250
respondents (customers of banks) constituted the sample for the survey. It included equal
proportion from both private banks and nationalized banks. The questionnaire was a
SERVQUAL one consisting of 22 statements in 5 key dimensions namely tangibles, reliability,
70
responsiveness, assurance and empathy. The list of service attributes based on different service
dimensions are ranked and rated by the customer to identify the importance of each service
attributes. All the data were collected from bank customers through Personal Interviews,
Interactions with consumers of different banks and Interaction with customers at Malls and other
market places. After the data has been collected, it was entered into Microsoft Excel and was
prepared for analysis.
Data Analysis :
The major statistical tool used in this study is Percentage analysis
Limitations of the Study:
This study is geographically restricted to Delhi and NCR city only. Limited number of banks
(only two Public sector and two Private sector banks) were covered under the study. The sample
size do not ensure representative and conclusive finding and finally, a more robust analysis is
needed to reach a strong conclusion.
Hypothesis :
There is no significant difference between the types of banks (Public and Private sector) with
respect to service quality dimensions.
Data Analysis and Interpretation
Demographical Data
Factors
Gender
Age
Occupation
Education
Marital status
Income
Male
Female
Upto 20
20-40
40-60
Above 60
Business
Govt job
Private job
others
HSC
UG
PG
Others
Married
Unmarried
>10000
10000-30000
<30000
60%
40%
2%
65%
25%
8%
14%
9%
65%
2%
5%
19%
71%
9%
76%
24%
17%
31%
52%
From the above data it can be said that out of the 250 respondents 60% were Male and 40% were
female.
71
2% of the respondents were under the age of 20, 65% were in the age group of 20 to 40 years, 25 % were
in the age group of 40-60 years and 8% were above 60 years.
If we see the educational qualifications then 5% were 12th pass, 19% were graduates and 71% were post
graduates.
76% of the respondents were married and 24% were unmarried.
Of the 250 respondents 17% had an income of less than 10,000 rupees, 31% had an income between
10,000-30,000 rupees and 52% had an income of more than 30,000 rupees.
SERVEQUAL Factors ( In Percentage)
E= Excellence, G= Good, M=Moderate, B=Bad, W =Worst
Data Analysis and Interpretation

1) Modern equipment used: - If we look into the tangible factors like modern equipments
used we find that private sector score more in this area. 34 % of the people having a
relationship with the private bank find that the modern equipments used by the private
banks are excellent as compared to only 14 % of the people having a relationship with the
nationalized bank.
2) Physical facilities: - As far as physical facilities are concerned customers of private
banks are more satisfied than those of the nationalized banks. It is evident from the fact
that 48% of the customers of private banks have given a rating of excellent and good.
Whereas only 35% of the customers of nationalized banks have given a rating of
excellent and good.
3) Employees appearances: - Customers of the private banks feel that the employees are
very presentable as it is evident from the fact that 47% of the customers of private banks
feel so. In comparison to this only 27 % of the customers of nationalized banks feel so.
4) Material quality: - If we consider the quality of the materials used for pass book,
Cheque book etc. we find here also the customers of private banks are satisfied with it.
As 46% of the customers have given a grading of excellent and good as compared to 33%
in the case of nationalized banks.
5) Time schedule for the operations: - Private Banks fair well as compared to nationalized
banks in maintaining time schedule for operations. 45% of the private bank customers
feel so as compared to 23% of the nationalized bank customers.
6) Employees interest in solving customers problems: - Customers of private banks feel
that employees of these banks are interested in solving their problem. It is evident from
the fact that 45% of the customers of private banks feel so. In comparison to this only 23
% of the customers of nationalized banks feel so.
72
Factors
Modern equipment used by bank(computer, cash counting machine,

Atm etc)
Physical facilities at the bank ( building, furniture, counter ,water
facility, space etc)
Employees neatness and appearances
Material quality and appearances (pamphlets, challans, pass book,
cheque book etc)
Time schedule for the operations(standard time )
Nationalized Bank
Private Bank
14
25
34
15
26
11
18
30
20
20
29
18
10
23
17
15
31
17
22
15
30
19
15
15
28
19
17
17
27
19
21
14
30
24
15
26
21
20
17
13
31
14
21
27
10
17
22
30
13
18
16
28
13
18
17
28
13
11
23
14
26
18
19
18
29
15
22
16
27
13
18
18
24
17
18
23
24
17
17
17
26
16
19
15
25
17
20
15
25
16
Employees interest in solving customers problems

Consistency of service provided by the employees
Time taken for operation against standard time
Quality of record maintained by the employees ( neatness, error
,accuracy etc)
Information and guidances to the employess
Promptness of service rendered by the employees ( clarity , speed,
softness etc)
Employees willingness to help the customers
Employees attitude to hear the customers problem
Employees behavior to increase the confidence of customers
Confidence of safety of funds with the bank
Employees courtesy with customers
Employees knowledge to answer the questions of customers
Employees individual attention to the customers
Convenience of bank operating hours
Employees personal relation with customers
Employees aim to promote the customer interest
Employees interest to understand the specified needs of customers
73
7) Consistency of service provided by the employees: - If we look into the consistency of

the services being rendered by the banks from both the sectors we find that 44% of the
private bank customers feel so as compared to 25% of the nationalized bank customers.
8) Time taken for operation against standard time: - 44% of the customers of private
banks have given a grading of excellent and good in regard to the time taken for
operation as against the standard time. Where as only 23% of the nationalized bank
customers have given a grading of excellent and good in this area.
9) Quality of record maintained by the employees: - Customers of private banks feel that
the banks maintain the records in a very proper manner. It is evident from the fact that
57% of the customers of private banks feel so. In comparison to this only 29 % of the
customers of nationalized banks feel so.
10) Information and guidance to the employees: - 44% of the customers of private banks
feel that the bank provides proper information and guidance to its employees but only
24% of the customers of nationalized banks feel so.
11) Promptness of service rendered by the employees: - Customers of private banks are
pretty satisfied with the promptness of services rendered by these banks. It is evident
from the fact that 37% of the customers of private banks feel so. In comparison to this
only 20 % of the customers of nationalized banks are satisfied in this area.
12) Employees willingness to help the customers: - 43% of the customers of private banks
feel that the employees of these banks are willing to help the customers. Where as only
22% of the nationalized bank customers feel so.
13) Employees attitude to hear the customers problem: - Customers of private banks feel
that the employees of these banks have a very positive attitude towards solving the
customers problem. It is evident from the fact that 41% of the customers of private banks
feel so. In comparison to this only 22 % of the customers of nationalized banks are
satisfied in this area.
14) Employees behavior to increase the confidence of customers: - 41% of the customers
of private banks feel that the employees of these banks try to increase the confidence
level of their customers. Where as only 24% of the nationalized bank customers feel so.
15) Confidence of safety of funds with the bank: - It seems customers of private banks are
quite confident about the safety of the funds with the banks. 44% of the customers of
private banks feel so. In comparison to this only 34 % of the customers of nationalized
banks are confident about the safety of the funds.
16) Employees courtesy with customers: - 44% of the customers of private banks feel that
the employees of these banks are very courteous towards their customers. Where as only
23% of the nationalized bank customers feel so.
74
17) Employees knowledge to answer the questions of customers: - Customers of private

banks feel that the employees of these banks are very efficient in answering to the queries
of the customers. It is evident from the fact that 40% of the customers of private banks
feel so. In comparison to this only 28 % of the customers of nationalized banks are
18) Employees individual attention to the customers: - 41% of the customers of private
banks feel that the employees of these banks give personal attention to its customers.
Whereas only 21% of the nationalized bank customers feel so.
19) Convenience of bank operating hours: - Customers of private banks find the operating
hours very convenient. It is evident from the fact that 41% of the customers of private
banks feel so. In comparison to this only 22 % of the customers of nationalized banks are
20) Employees personal relation with customers: - Customers of private banks feel that
the employees of these banks develop a personal relation with their customers. As 42% of
the customers of private banks feel so. In comparison to this only 22 % of the customers
of nationalized banks feel so.
21) Employees aim to promote the customer interest: - 42% of the customers of private
banks feel that the employees of these banks work towards customer interest. Whereas
only 23% of the nationalized bank customers are of this opinion.
22) Employees interest to understand the specified needs of customers: - Customers of
private banks feel that the employees of these banks understand the specific needs of the
customers. It is evident from the fact that 41% of the customers of private banks feel so.
In comparison to this only 24% of the customers of nationalized banks feel so.
Findings and Conclusion:
When the private sector banks are compared with public sector banks, Private Banks score more
in all the 22 parameters considered for this study. Private Banks seems to have satisfied its
customers with good services and they have been successful in implementing tangible factors
like modern equipment, infrastructural facilities, quality of materials used etc. Private sector
Banks have been successful in achieving a satisfying relationship with customers however public
sector banks have to improve a lot in this area. Most of the respondents felt that the employees of
the private banks are very keen to satisfy their customers. On the other hand customers of
nationalized banks felt that the employees were least bothered about their customers. Private
Banks customers feel that their banks take due consideration about their convenience and are
ready to cope up with their preferences of working hours.
Although in this study it was attempted to cover all aspects of service quality, there may be
certain aspects that may have been omitted or that may become relevant as new trends in banking
evolve. In future research, customers may reveal new aspects of service quality in retail banking
that are important to them, and these would have to be incorporated in the scale so as to further
explore the concept of service quality in the retail banking arena.
SUGGESTIONS:
If the following suggestions are followed by nationalized banks, it can increase customers
satisfaction and ultimately it will be a boost for the Indian banking industry:
75
Staff should be knowledgeable about the services offered.

Staff should be more courteous towards their customers.
Staff members should apologies for mistakes.
Account should be handled carefully.
Customers instructions should be carried out carefully.
Operation time should be reduced.
Complaint should be handled then and there.
Regarding complaint customers should receive follow up contact.
Name and address of customers should be handled carefully.
There should be a personal touch between the customers and staff.
Disagreements with the customers should be avoided.
References:1) A. Parasuraman, Valarie A. Zeithaml, and Leonard Berry, SERVQUAL: A Multiple Item
Scale for Measuring Customer Perceptions of Service Quality, Journal of Retailing 64
(1988).
2) Anne M. Smith, "Measuring Service Quality: Is SERVQUAL Now Redundant?" Journal
of Marketing Management (Jan/Feb/Aril 1955) pp 257-276
3) Achim, Machauer. and Sebastian, Morgner., "Segmentation of bank customers by
expected benefits and attitudes", The International Journal of Bank Marketing, Vol.19:1,
2001, 6-15.
4) Anderson, E.W., Fornell, C and Sehman, D.R. (1994), "Customer Satisfaction, Market
Share, and Profitability", Journal of Marketing, Vol. 58, July, pp. 53-66
5) Bo Edvardsson, (1998), Service quality improvement. Managing Service Quality,
Volume: 8, pp: 142-149
6) Hummayoun Naeem, Asma Akram and M. Iqbal Saif, 'Service Quality and Its Impact on
Customer Satisfaction: An Empirical Evidence from The Pakistani Banking Sector',
International Business & Economics Research Journal December 2009 Volume 8,
Number 12 pp. 99-104
7) Kajal Chaudhary and Monika Sharma, Performance of Indian Public Sector Banks and
Private Sector Banks: A Comparative Study, International Journal of Innovation,
Management and Technology, Vol. 2, No. 3, June 2011
8) Bresinger, R.P and Lamtat, D.M (1990), "Can the SERVQVAL scale be Generalized to
business-to-business service?", Knowledge Development in Marketing, AMA's Summer
Educations Conference Proceedings, American Marketing Association, Chicago, IC, pp.
289.
9) Josee, Bloemer., Ko, De, Ruyter. And Pascal, Peeters. "Investigating drivers of bank
loyalty: the complex relationship between image, service quality and satisfaction", The
International Journal of Bank Marketing, Vol.16:7, 1998, 276-285.
10) Naceur Jabnou N., and Azaddin Khalifa (2006) "A customized measure of service quality
in the AE", Managing Service Quality, Vol. 15(1), pp. 374-388.
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Ms. Pallavi Gupta Dr. Chhaya Mangal Mishra Dr. Tazyn Rahman

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International Journal of Social Science & Interdisciplinary Research__________________________________ ISSN 2277 -3630

IJSSIR, Vol. 2 (8), AUGUST (2013)

A COMPARATIVE STUDY ON CUSTOMER SATISFACTION IN INDIAN PUBLIC

Data Analysis and Interpretation

Modern equipment used by bank(computer, cash counting machine,

Employees interest in solving customers problems

7) Consistency of service provided by the employees: - If we look into the consistency of

17) Employees knowledge to answer the questions of customers: - Customers of private

Staff should be knowledgeable about the services offered.

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