Customer Perception of Service Convenience: A Comparison between Public and New Private Sector Banks

This study examines the difference between public sector and new private sector banks with reference to service convenience dimensions; decision convenience, access convenience, transaction convenience, benefit convenience and post-benefit convenience. A cross-sectional research on 445 retail banking customers through structured questionnaire is conducted. The population of the study is valued retail urban customers of the public and the new private sector banks in Rajasthan, who frequently visit bank premises for transactions, have accounts in at least two banks and have availed of at least one IT based service. The results reveal that service convenience dimensions differ between public and new private sector banks. New private sector bank customers’ mean score is found more than public sector bank customers. This study has theoretical and practical contribution. From theoretical point of view, service convenience scale is used and validated in retail banking sector in Indian context. For bank professionals, this study explains the difference of service convenience between public and new private sector banks and opens door to improve service convenience.