Influence of Demographic variables on Banking Service Quality - A study of Public Sector Banks in Chennai

Abstract

The service sector in India has been growing rapidly and its contribution to Gross Domestic Product (GDP) is increasing year by year. Among the service sector financial service is the life blood of economic activity. Among the financial service Banking plays an increasingly important role in the  economy of the nation. At present, the focus of banks is on the user. The numbers of players being large, customers have a good range of choice. The customer usually picks up a bank which provides maximum  satisfaction and quality service to them. This has led banks to adopt a more customer- oriented policies and schemes aimed not only to increase the number of customers but also to retain the old customers. So an  attempt has been made by the researcher to study the demographic variables that influence the service quality in banking. The study is undertaken only in public sector banks in Chennai. The sample size for  the study is three hundred. Both primary and secondary data are used for the study. The primary data collected for the study are analyzed with the help of the SPSS package by using Anova. The findings of the study helps to know which demographic variable influences the more service quality of  banks. This information helps the banks to understand their customers  better and to improve their service quality for better improvement of customer satisfaction.