Service Quality Analysis of Banks in Rajasthan Post Financial Inclusion Program

Abstract

This study applies SERVQUAL analysis to measure the service quality offered by Indian banking sector in the Indian state of Rajasthan. This study was performed 5 years after the launch of national mission for financial inclusion by Indian government. Both the public and private sector banks were incorporated in the study. Respondents are mostly from the urban background spread over various cities in Rajasthan. The dimensions studied are tangibility, reliability, responsiveness, assurance and empathy. The average SERVQUAL score was found to be -0.189 and the results reveal about 95.22% customers’ expectations were met. The empathy factor satisfying customers’ expectations (99.28%) shows the tremendous quality of personal handling in Indian banks service sector, while the lowest score on the reliability factor (89.63%) gives an idea of customer’s concerns regarding reliability of services in Indian banking sector. Overall, the present study finds that Indian urban banks average performance vis-à-vis the five service quality dimensions is quite satisfactory