Customer perception of service quality and perceived price and fairness: a comparison between public and new private sector banks

Abstract

This study examines the difference between public sector and new private sector banks with reference to service quality and perceived price and fairness. Dimensions of service quality are tangibility, information technology and human behaviour. A cross-sectional research project on 445 retail banking customers through a structured questionnaire was conducted. The population of the study is valued retail urban customers of public and 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. Results reveal that new private sector bank customers' mean score is found more than public sector bank customers' for service quality dimensions. For perceived price and fairness public sector bank customers' mean score is found to be more than new private sector bank customers'. This study explains the difference of service quality and perceived price and fairness between public and new private sector banks. It also identifies underlying reasons for these differences to understand the finer nuances of the Indian banking sector.