Service Quality in Banking Sector: An Analysis Using the SWARA Methodology

Abstract

The authors followed a different methodology to validate the hypothesis: Before improving the quality of products and services, the quality of people must improve. The factors were determined using a literature review, followed by a focused group approach for evaluation and a survey technique to arrive at the vital few. The factors were analysed for identifying the importance and weights with the application of the Stepwise Weight Assessment Ratio Analysis (SWARA) methodology. This research article provides an insight that people quality is the most important factor in delivering the right service outcomes in banks. The application of SWARA methodology to service quality assessment in the banking sector has been unique.