Quality-Based Perceptual Mapping of Leading Banks in India : An Empirical Study

Banking industry has experienced historic transformation and is advancing rapidly in all areas of financial intermediation. The integration of technology in banking has revolutionized the relationship between the banker and its customers. Some leading banks of India have been largely infusing technology into their services and continuously striving to make a difference through improved service quality. This study attempts to find out the quality dimensions which influence the choice of a bank by a customer. Using descriptive statistics, which represent the relative importance of various quality dimensions studied, and discriminant analysis, which tries to develop a perceptual map based on the perception of customers towards the dimensions of service quality of these leading banks, the objective has been achieved. The study also offers managerial implications and scope for future research