SERVICE QUALITY GAP IN STATE BANK OF INDIA AND UNITED BANK OF INDIA: A

COMPARATIVE STUDY WITH REFERENCE TO CACHAR DISTRICT OF ASSAM

Abstract

The onset of competition from the private players and initiation of banking reforms since early

1990s have led to an increased emphasis on efficient customer service. The success in the

banking industry is contingent upon customer-centred philosophies and due to the increased

level of competition linked with the entry of many new private sector banks including the foreign

banks, service quality has actually become a crucial yardstick for assessing the performance of

the bank from the view point of customers.

Due to opening up of the economy and entry of private banks in the market, public sector banks

in India are facing stiff competition to survive in the market. The increased levels of competition

offered by the private banks and foreign banks have posed real threat to the Indian public sector

banks for retaining and attracting customers. So, to survive in the highly competitive market, it

has become imperative for the public sector banks in India to give emphasis on providing quality

services to the customers so that their market share is retained.

The proposed study calls for collection of primary data from the customers of the branches of

State Bank of India and United Bank of India operating in Cachar district of Assam. The study

aims to compare the service quality gap in State Bank of India and United Bank of India with

reference to Cachar district of Assam. The objectives of the proposed research study are: - (1)

To analyze the gap between expectation and perception of customers regarding service quality of

State Bank of India in Cachar district of Assam, (2) To analyze the gap between expectation and

perception of customers regarding service quality of United Bank of India in Cachar district of

Assam and (3) To make a comparative analysis regarding service quality gap of State Bank of

India and United Bank of India in Cachar district of Assam.

Keywords: Banks, Customers, Service, Expectation, Perception.