Management of Service Quality in Indian Banks.

      Аннотация: In 21st century banks are facing increased competition due to globalization, technological advancement and consumer awareness about their rights. Service quality, customer satisfaction and delight are now the major challenges gripping the banking sector in India. Now a days bank can no longer survive with the traditional approaches. As banking operations are becoming increasingly customer dedicated, service quality management in banks is the need of hour. There are very few literature exists on how to manage service quality in banks of rural India. This book therefore provides better understanding of the quality gaps between customers’ expectation and perception, managing service quality which will help in designing a better marketing strategy to retain existing customers and attracting new customers. This analysis will help to understand the banking behaviour of the customers of rural and urban banks of India. Thus this book will be of immense use to the bankers, students and research scholars of commerce, management, banking and insurance.

Ключевые слова: Service quality measurement and management, Customer Perception, SERVQUAL, Indian banks.