Authors: OME NARAIAN SRIVASTAVA1 and Dr. DEBAJANI SAHOO2
Abstract
Banking services are very important for economic growth of a country. Banking industry in India comprises of Public sector, Private sector and Foreign banks. Their services are rated differently by the customers. Quality perception of services is determined by a number of factors including the surroundings in which services are rendered, known as Servicescape. Servicescape comprises of ambient conditions, spatial layout and functionality, signs, symbols and artifacts and social servicescape. Service quality is the overall perception of service as appraised by the consumer. This is comprised of five elements namely Tangibility, Reliability, Responsiveness, Assurance and Empathy. Servicescape and Service quality impact the sensory, affective, behavioural and intellectual assessment about a particular service. This overall experience of the consumer about a particular service is termed as Customer experience. Customer experience determines the behavioural intention of the customer in future in the form of loyalty. Present study is an empirical attempt to investigate the differences across three different categories of banks regarding servicescape, service quality, customer banking experience and loyalty of customers. Findings of the study suggest that there are substantial differences across three categories of banks in India.
Keywords: Servicescape, Customer banking experience, Service Quality, Loyalty.
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