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IJMMR                        Volume 2, Issue 3 (March, 2011)              ISSN 2229‐6883 

 
The Journal of Sri Krishna Research & Educational Consortium

INTERNATIONAL JOURNAL OF
MARKETING AND
MANAGEMENT RESEARCH
Internationally Indexed & Listed Referred e-Journal   

AN EMPIRICAL STUDY ON
CUSTOMERS’ PREFERENCE TOWARDS SERVICE QUALITY
(WITH SPECIAL REFERENCE TO SELECTED BANKS IN
ODISHA)

DR. B.CHANDRA MOHAN PATNAIK*; DR. IPSEETA SATPATHY**;


PRAKASH KUMAR PRADHAN***
*School of Management KIIT University Bhubaneswar Odisha
E-mail: bcmpatnaik@gmail.com bcmpatnai@ksom.ac.in
**School of Management KIIT University Bhubaneswar Odisha
E-mail: ipseeta@ksom.ac.in
***School of Management KIIT University Bhubaneswar Odisha
E-mail: mail2icm@gmail.com 

ABSTRACT

In the past, banking was concerned only with borrowings and lending activities.
But at present banking is catering entire requirement of individual customer and
is emerging as potential sector for the consistent growth of business. Customer
retention is of the top priority of the banks. All banks are surging ahead to
project themselves as the most preferred bank by customers as they are becoming
more sophisticated in their needs and are increasingly demanding higher
standard service. To them service means customer satisfaction, customer delight,
excellent service delivery and customer relationship etc. In recent years, a
number of private players and foreign banks have entered the Indian market and
made it more competitive. The survival and growth of a bank not only depends on
its ability to provide qualitative service to its customers but in building a long-
term mutually beneficial and trust worthy relationship with its customers. In the
present study, the researchers decide to undertake a research study with regard
to customers’ preference towards banking attributes.

KEYWORDS: customer preference, service quality, total score, ideal score &
least score. 

INTRODUCTION advancement are the twin factors that have


brought about unimaginable changes in
In this electronic era, the service sector has customer services. India is also sailing in
been showing promising signs across the accordance with current global trends. In
globe. Competition and technological our country, the service sector’s

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contribution to the national economy is to ¾ To make comparative analysis of
be perceived at the macro angle. Banks in customer’s satisfaction in various
India are characterized by huge network of banks.
branches supported by strong banking
system and their products and channel of ¾ To suggest appropriate steps for
distribution capabilities can be matched improvement.
with those of the leading international
banks. Banks desiring to become global LIMITATIONS OF THE STUDY
must have carved a niche for themselves in
India and other well established markets, ¾ The study is restricted to the
says a report of consultancy major Ernest selected branches of Odisha only.
and Young, as they would be major source
of revenue generators of the financial ¾ The study is restricted to customers
system. External service quality, which of AXIS Bank, UCO Bank and
refers to the quality of service delivered to Punjab National Bank only.
the customers, has gained importance in
¾ The sample is limited; it may not
the light of increasing customers’
represent scenario of all the
estimations, and changing customer
customers’ preference.
preferences. External service quality
offered to customers in generally referred ¾ The period of study conducted for
to as service quality. Providing high the period of 4 months i.e. May
quality service enhances customer 2010 to August 2010.
retention rates, helps to attract new
customers through positive word of mouth REVIEW OF LITERATURE
advertising, increase productivity, leads to
higher market share, financial performance In view of the fact that customer
and profitability. With the emergence of satisfaction is indispensable in the banking
new generation banks, introduction of organization, many government and non-
technology, competition and deregulation government agencies as well as individual
etc., new dimensions to customer service academicians and practitioners undertook
have been added. In the present scenario, various studies. Oliver (1980) expressed
customers delight, has been a buzzword in their view about customer satisfaction that
banking. The external and internal service customer satisfaction is a feeling or
quality in banks is a compulsory attitude of a customer towards a product or
requirement for the survival of banks in service after it has been used and is
the industry. generally described as the full meeting of
one’s expectation. Codatte (1987) argued
OBJECTIVE OF THE STUDY that customer develops norms for product
experience and these, rather than
¾ To study the customer satisfaction
expectation from a brand’s performance,
in banks under study
determine the confirmation/
disconfirmation process. Westbrook
¾ To identify the factors with regard
(1991) has argued that in addition to the
to service quality
cognitive components as both coexist and
make independent contribution to the
¾ To analyze whether there is any
satisfaction judgments. Levesque (1996)
difference in attitude with regard to
conducted a study to confirm and
service quality for different banks
reinforced idea that unsatisfactory

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customer service leads to drop in customer compulsions of the geographical territory,
satisfaction and willingness to recommend linguistic boundary, and administrative
the service to a friend. This would in turn settlement commonness. Odisha is an
lead to an increase in the rate of switching Eastern Indian state, the state boundaries
by customers. East (1997) suggested that are on the Bay of Bengal Sea. South-
customer satisfaction is a major outcome Andhra Pradesh, West –Chhattisgarh and
of marketing activities whereby it serves Jharkhand, North- West Bengal having a
as a link between the various stages of total area of 1,55,707 Square Kilometers
customer buying behavior. If the with total population of 36,706,920 ( as
customers are satisfied with a particular per Indian census survey-2001) ,
service offering after its use, then they are population density 236 per Square
likely to engage in repeat purchase and try Kilometers, Sex Ratio 972 literacy rate of
time extensions. Researchers like Jamal 63.61%. The state is comprising of 30
(2002) and Campbell (2006) have districts (Administrative Divisions) and 58
evaluated services of banks in term of Sub-Divisions.
customer satisfaction parameters and ,
therefore, have made good contribution in SAMPLING PLAN
the field of research in the area. However,
In support to the objective of the research
human customer is a complex organism,
there is a primary research through
always changing with changing times, the
questionnaire administration method in the
preference and priorities also do not
field through stratified random sampling
remain static which change his/her
method covering the state through
perception about the satisfaction or
regional, geographical, economic, cultural,
dissatisfaction regarding the services he/
lingual and settlement wise and to analyze
she gets from banks. Taking this into
the data. Total 350 questionnaire served,
consideration, the above studies lose their
284 customers responded which is
relevance and there is need to conduct a
81.14%. This includes 103 respondents are
fresh study on the subject. It is against this
of AXIS bank customers, 94 are PNB bank
backdrop that the present study is
customers and rest are of UCO bank of
undertaken with a view to fill up this gap.
various branches in Odisha. In order to
RESEARCH UNIVERSE AND measure the levels of satisfaction with
METHODOLOGY regard to various attributes, a five point
scale, viz. extremely satisfied, satisfied,
With reference to the selection of the neither satisfied nor dissatisfied,
research universe the state of Odisha has dissatisfied, extremely dissatisfied, is
been selected with specifications to the being used.
TABLE-1

Area Questionnaire served Response Percentage of response

Urban Population
Bhubaneswar 50 38
Bramhapur 50 32 45.75%
Cuttack 50 43

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Sem
mi-Urban Poopulation:
Khurda Road
R 25 18
Aska 25 16 29.15%
gar
Bhanjanag 25 21
Athagarh 25 17
Rurral Populatio
on:
Jaanla - Khurda
K Distriict 25 16
Patia - Khhurda Districct 25 13 25.10%
Sundarapaada - Khurdda District 25 19
Mendhasaala– Khurda District 25 14
Total 350 284 100

Chart‐1
1:Response
100

Served Response

CUSTOM
MER PRE EFERENCEE WITH extrem
mely dissatissfied”, respeectively. Final
REGAR
RD TO SERV
VICE QUA
ALITY scoress for each ffeature are calculated byb
multipplying the number
n of responses byb
To meaasure the preference
p levels of the weeights of corrresponding responses.
customerrs with regaard to serviice quality
the varriables/attribbutes identtified are CALCCULATIONN OF CUSTOME
C R
credibilitty , cusstomization ,service SATIISFACTION
N: IDEAL AND
A LEAS
ST
consistenncy, acceess and service SCORRES
componeents, innovaation and employee
behavior, record maintenannce and Ideal scores are ccalculated byy multiplyinng
y . For the purrpose of
reliability the number
n off respondennts in eacch
quantification of the respo onses of categoory with (+33 ) and prod
duct with tottal
customerrs, weights have
h been assigned
a as number of attribbutes. Leasst scores arre
+3,+2,+11, 0 and -1 for the reesponses “ calcullated by muultiplying thhe number of o
extremelyy satisfied”, “ satisfied””, “ neither responndents in each category with (-1) annd
satisfied nor dissatisffied”, “ dissaatisfied”, “ the prroduct with number off attributes in i
the quuestion.

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TABLE-2: CREDIBILITY AND CUSTOMIZATION ATTRIBUTES:

Banks Equation Ideal Score Equation Least score

AXIS BANK 10x 3 x103 3090 10 x -1 x103 -1030

PNB 10 x3 x94 2820 10 x -1 x 94 -940

UCO BANK 10 x3 x87 2610 10 x -1 x 87 -870

TABLE-3: SERVICE CONSISTENCY, ACCESS AND


SERVICE COMPONENTS ATTRIBUTES

Banks Equation Ideal Score Equation Least score

AXIS BANK 8 x3 x103 2472 8 x -1 x103 -824

PNB 8 x 3 x94 2256 8 x -1 x 94 -752

UCO BANK 8 x 3 x87 2088 8 x -1 x87 -696

TABLE-4: INNOVATION AND EMPLOYEE BEHAVIOR ATTRIBUTES

Banks Equation Ideal Score Equation Least score

AXIS BANK 7 x3 x 103 2163 7 x -1 x 103 -721

PNB 7 x 3 x 94 1974 7 x -1 x 94 -658

UCO BANK 7 x 3 x 87 1827 7 x -1 x 87 -609

TABLE-5: RECORD MAINTENANCE, RESPONSIVENESS


AND RELIABILITY ATTRIBUTES

Banks Equation Ideal Score Equation Least score

AXIS BANK 10x 3 x103 3090 10 x -1 x103 -1030

PNB 10 x3 x94 2820 10 x -1 x 94 -940

UCO BANK 10 x3 x87 2610 10 x -1 x 87 -870

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FINDINGS OF THE STUDY

TABLE-6: CUSTOMER SATISFACTION LEVEL WITH REGARDS TO


CREDIBILITY AND CUSTOMIZATION ATTRIBUTES OF
AXIS BANK, PNB AND UCO BANK.

Aggregate score of Different banks


Service Quality
AXIS PUNJAB NATIONALUCO BANK
BANK BANK

Proper security arrangement at the Bank 261 200 168

Confidentiality of A/cs details 266 215 175

Satisfaction Locker Service 254 229 150

Good image of the bank 260 230 141

Updating Information 279 231 161

Individual attention problem 274 208 126

A bank employee is always at the


information 264 227 190

Prompt service by bank 246 242 171

Sufficient cash at the centre 262 228 158

Bank staff providing necessary


information 253 195 154

Total Score 2619(84.76) 2205(78.19) 1594(61.07)

Ideal Score 3090 2820 2610

Least Score -1030 -940 -870

No. of Respondents 103 94 87

Source: Compiled from field survey


Note: The calculated values of aggregate scores of different level of satisfaction are shown in
Annexure A, B and C respectively.

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Chart‐2: credibilitty and custo
omization 

UCO BA
ANK

PUNJAB NATIONAL BA
ANK

AXIS BA
ANK

‐1000 0 1000 2000 3000 4000 5000


Totaal Score Ideal Score L
Least Score

INTERP
PRETATIO
ON there was no neegative sco ore. On thhe
wholee, the level oof satisfactioon is high foor
An exam mination of Table-6
T reveals that on AXIS bank custom mers it is 844.76% of ideal
the whoole, customeers are sattisfied for score,, while it is 78.19% andd 61.07% foor
credibilitty and customization atttributed on Punjabb National Bank andd UCO bannk
a comparratively bettter scale. Intterestingly, respecctively.
TABLE E-7: CUSTO OMER SAT TISFACTIO ON LEVEL WITH REG GARDS TO O SERVICE E
CONSIISTENCY, ACCESS A AND
A SERVIICE COMPONENT AT TTRIBUTE ES OF AXIS S
BAANK, PNB AND A UCO BANK.
B

Agggregate sco
ore of Diffferent bankks
Service Quality
Q
AXIS PUN
NJAB NATIONA
ALUCO BAN
NK
BAN
NK BA
ANK

Consisten
ncy in staff performance 272 2166 178

Honest Baank staff 241 2377 181

Easily app
proachable manager
m 251 2355 200

Extensionn of banking hours 247 1833 166

Easily asssemble ATM


M 286 2188 149

Polite and
d courteous bank
b staff 276 2433 186

Consisten
ncy in the Coomputer operrations 264 2099 195

Punctualitty in opening
g the branchh 287 2244 152

Total Scorre 21244(85.92) 17665(78.23) 407(67.399)

Ideal Scorre 24722 22556 2088

Least Scorre -8244 -752 -696

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No. of Resspondents 103 94 87

Note: Thhe calculatedd values of ag


ggregate scoores of differrent level off satisfaction
n are shown in
i
Annexure A, B and C respectivelly.

Charrt ‐3:service consistency,, access and
d service com
mponent

UCO BA
ANK

PUNJAB NATIONAL BA
ANK

AXIS BA
ANK

‐1000 0 1000 2000 3000 4000 5


5000
Totaal Score Ideeal Score L
Least Score

INTERP
PRETATIO
ON 85.92%, for Punnjab Nationaal bank it is
78.23% and for U UCO bank it is 67.39% %.
In the taable-7, it shhows that in
i case of For alll three bankks the ideal score
s is betteer.
service consistency,, access annd service Howeever, from ppreference pointp of view w
componeents the perccentage of tootal scores again it is AXIS S bank whiich leads thhe
against the
t ideal sco ore for AXIIS bank is table followed
f by PNB and UCOU bank.
TABLE E-8: CUSTO OMER SATISFACTIO ON LEVEL WITH
W REG GARDS INN NOVATION N
AND EM MPLOYEE BEHAVIOR ATTRIBUTES OF A AXIS BANK K,
PNB AND D UCO BAN NK.

Service Quality
Q Aggrega te score off Differentt banks

AXIS BAN
NK PUNJAB
B NATIONA
AL BANK UCO
U BANK
K

Excellent output from


m ATM 281 231 1
155

Immediatee rectificatioon of ATM 238 225 1


152

Clear answ
wer for the question
q 256 197 1
166

Willingneess to help 280 191 1


179

Regularly
y sending bannk statementts 283 226 1
187

Availabiliity of bank staff for need


ds 286 209 1
195

Listening 293 244 1


183

Total Scorre 1917(88.663) 1523(777.15) 1


1217(66.61)

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Ideal Scorre 2163 1974 1
1827

Least Scorre -721 -658 -609

No. of Resspondents 103 94 8


87

Source: Compiled
C froom field survvey
Note: Thhe calculatedd values of agggregate scoores of differrent level off satisfaction
n are shown in
i
Annexure A, B and C respectivelly.

Chart ‐4:In
nnovation a
and employeee Behaviou
ur

UCO BA
ANK

PUNJAB NATIONAL BA
ANK

ANK
AXIS BA

‐1000 0 1000 2000 3000 4000 5000


5
Totaal Score Ideeal Score Least Score
L

INTERP
PRETATIO
ON 67.39%, in case of
o PNB it iss 78.23% annd
for AXIS
A bank it is 85.92% %. So AXIIS
The scorres for inno ovation and employee bank here
h also moost preferredd bank by thhe
behavior attributes thhe percentagge of total samplle respondennt as compared to others..
score agaainst ideal score for UC
CO bank is

TABLEE-9: CUSTO
OMER SAT
TISFACTIO
ON LEVEL WITH REGGARDS TO
O RECORDD
MAINTENANCE, RESPONSIIVENESS A
AND RELIA
ABILITY A
ATTRIBUTE
ES OF AXIIS
BA
ANK, PNB AND
A UCO BANK.
B

Aggrregate scorre of Diffeerent bankss


Service Quality
Q
AXIS
S PUN
NJAB N
NATIONAL
LUCO BANK
K
BANKK BAN
NK

Clarity off communicaation by bankk 246 215 184

Staff displlaying discreeet 232 211 161

Trusting 271 237 206

Competen
nt Service 270 244 168

Understan
nding specifiic need 252 226 168

Bank stafff encouraginng 253 214 200

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Simple an
nd easy to opperate proceddure 243 218 193

Maintenan
nce of record
ds 253 250 207

Neat andd comfortablle interior of the


bank 277 202 159

Positive attitude
a towards customeers 288 215 184

Total Scorre 2585((83.66) 2232


2(79.15) 1830(70.11))

Ideal Scorre 3090 2820


0 2610

Least Scorre -10300 -940


0 -870

No. of Resspondents 103 94 87

Source: Compiled
C froom field survvey
Note: Thhe calculatedd values of agggregate scoores of differrent level off satisfaction
n are shown in
i
Annexure A, B and C respectivelly.

Chart ‐‐5:Record maintenance,, Responsiveeness and Reeliability

UCO BA
ANK

PUNJAB NATIONAL BA
ANK

AXIS BA
ANK

‐1000 0 1000 2000 3000 4


4000 50
000
Totall Score Ideeal Score Leeast Score

INTERP
PRETATIO
ON servicces. During tthe working on this studdy
the investigators
i s felt som me area of o
In table-99, where thee satisfactionn level for improovement in tthe bank. Thhere are som me
record maintenance
m , responsiveness and suggeestions to improve the bankinng
reliability
y attributes computed, shows
s that servicces, which arre given beloow.
the perceentage of to otal score too the ideal
score is 79.15%
7 for PNB and it is 70.11% ¾ Banks aree needs to improve
i theeir
of ideal score
s for UCCO bank andd for AXIS counter seervices.
bank it iss 83.66%.
¾ Customer grievancess should be b
SUGGESTIONS redressed speedily and
a customeer
satisfaction should always
a be on
o
Satisfactiion of needds and wannts of the
top priorityy.
customerrs is the major role off effective
marketinng in the bannk. The bannk must be
committeed to the beest possiblee customer
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¾ Employees should be given CONCLUDING NOTE
training to improve their attitude
The banking sector in India is undergoing
¾ Banks should arrange meetings major change due to competition and the
with their customers to promptness advent of technology. The customer is
in providing the services. looking for quality services which can
provide him/her satisfaction. Creditability,
¾ It is advisable for all the banks customization, consistency in service
under study to keep a separate components, innovation, employee
complaint-cum suggestion behavior, record maintenance,
box/book to enable customer to responsiveness and reliability are
offer suggestions and complaints. identified as key factors influencing
customer’ service quality. The banks in
¾ The working hours of the banks this e-banking era, should try to innovate
must be flexible as possible. The products that suits the attitude of customer.
operating hours of banks must be In the present study from the customers’
extended depending upon the need preference level point of view AXIS bank
and desire of the customers. comes with better score followed by PNB
and UCO bank comes next. Research
¾ Provision for separate inquiry studies can be undertaken that map the
counter at all the banks would be entire psychographics of the customers
very useful especially to the that would enable the banks to adopt
illiterate. Efficient, knowledgeable, strategic marketing method to woo new
courteous, competent and versatile customers.
front line staff is the prime
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IJMMR                        Volume 2, Issue 3 (March, 2011)              ISSN 2229‐6883 
 
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21. Westbrook, R.A. and Oliver. R.L. Advance in Consumer Research”,
(1991), “Development Better Journal of Marketing, Vol.8.
Measures of Consumer Satisfaction:

Annexure-A

Customers level of satisfaction with regard to service quality of AXIS BANK

Service Quality Level of satisfaction

Extremely satisfied Neither Dissatisfied Extremely scores


dissatisfied
satisfied Satisfied
nor
dissatisfie
d

3 2 1 0 -1

Credibility and Customization Attributes

Proper security arrangement at 263-


the Bank 74 15 11 1 2 2=261

266-
Confidentiality of A/cs details 82 12 8 1 0 0=266

256-
Satisfaction Locker Service 76 10 8 7 2 2=254

266-
Good image of the bank 85 3 5 4 6 6=260

283-
Updating Information 92 2 3 2 4 4=279

277-
Individual attention problem 86 7 5 2 3 3=274

A bank employee is always at 268-


the information 84 5 6 4 4 4=264

253-
Prompt service by bank 79 6 4 7 7 7=246

265-
Sufficient cash at the centre 81 9 4 6 3 3=262

Bank staff providing 258-


necessary information 76 11 8 3 5 5=253

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IJMMR                        Volume 2, Issue 3 (March, 2011)              ISSN 2229‐6883 
 
Service consistency, access and service components Attribute

Consistency in staff 274-


performance 83 8 9 1 2 2=272

248-
Honest Bank staff 77 6 5 8 7 7=241

255-
Easily approachable manager 79 5 8 7 4 4=251

256-
Extension of banking hours 82 4 2 6 9 9=247

288-
Easily assemble ATM 93 3 3 2 2 2=286

Polite and courteous bank 280-


staff 89 5 3 2 4 4=276

Consistency in the Computer 266-


operations 82 6 8 5 2 2=264

Punctuality in opening the 289-


branch 91 7 2 1 2 2=287

Innovation and employee Behavior Attributes

283-
Excellent output from ATM 89 5 6 1 2 2=281

Immediate rectification of 245-


ATM 73 9 8 6 7 7=238

263-
Clear answer for the question 82 6 5 3 7 7=256

281-
Willingness to help 85 10 6 1 1 1=280

Regularly sending bank 284-


statements 87 8 7 0 1 1=283

availability of bank staff for 289-


needs 93 4 2 1 3 3=286

294-
Listening 96 2 2 2 1 1=293

Record maintenance, Responsiveness and Reliability Attributes

74 11 8 4 6
Clarity of communication by 252-

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IJMMR                        Volume 2, Issue 3 (March, 2011)              ISSN 2229‐6883 
 
bank 6=246

239-
Staff displaying discreet 72 8 7 9 7 7=232

273-
Trusting 81 12 6 2 2 2=271

272-
Competent Service 85 6 5 5 2 2=270

257-
Understanding specific need 79 8 4 7 5 5=252

256-
Bank staff encouraging 74 13 8 5 3 3=253

Simple and easy to operate 246-


procedure 69 14 11 6 3 3=243

257-
Maintenance of records 76 10 9 4 4 4=253

Neat and comfortable interior 281-


of the bank 90 4 3 2 4 4=277

positive attitude towards 291-


customers 95 2 2 1 3 3=288

Source: Compiled from field survey

Annexure-B

Customers level of satisfaction with regard to service quality of PNB

Service Quality Level of satisfaction

Extremely satisfiedNeither Dis Extremely scores


dis
satisfied Satisfied norsatisfied
dissatisfied satisfied

3 2 1 0 -1

Credibility and Customization Attributes

Proper security arrangement at the 210-


Bank 63 9 3 9 10 10=200

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IJMMR                        Volume 2, Issue 3 (March, 2011)              ISSN 2229‐6883 
 
Confidentiality of A/cs details 65 11 5 6 7 222-7=215

Satisfaction Locker Service 67 12 8 3 4 233-4=229

Good image of the bank 70 10 6 2 6 236-6=230

Updating Information 68 13 5 4 4 235-4=231

Individual attention problem 61 12 7 8 6 214-6=208

A bank employee is always at the


information 69 8 9 3 5 232-5=227

Prompt service by bank 74 9 6 1 4 246-4=242

Sufficient cash at the centre 72 8 3 4 7 235-7=228

Bank staff providing necessary


information 56 12 9 11 6 201-6=195

Service consistency, access and service components Attributes

Consistency in staff performance 64 11 6 9 4 220-4=216

Honest Bank staff 72 8 9 1 4 241-4=237

Easily approachable manager 69 10 9 5 1 236-1=235

195-
Extension of banking hours 54 13 7 8 12 12=183

Easily assemble ATM 63 12 10 4 5 223-5=218

Polite and courteous bank staff 75 6 9 1 3 246-3=243

Consistency in the Computer


operations 63 9 8 8 6 215-6=209

Punctuality in opening the branch 65 13 6 7 3 227-3=224

Innovation and employee Behavior Attributes

Excellent output from ATM 69 12 5 3 5 236-5=231

Immediate rectification of ATM 71 6 3 9 5 228-5=225

208-
Clear answer for the question 64 4 8 7 11 11=197

202-
Willingness to help 60 8 6 9 11 11=191

67 13 4 5 5 231-5=226
Regularly sending bank

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IJMMR                        Volume 2, Issue 3 (March, 2011)              ISSN 2229‐6883 
 
statements

availability of bank staff for needs 62 9 12 4 7 216-7=209

Listening 73 11 6 1 3 247-3=244

Record maintenance, Responsiveness and Reliability Attributes

Clarity of communication by bank 61 15 8 4 6 221-6=215

Staff displaying discreet 64 7 10 8 5 216-5=211

Trusting 72 9 7 2 4 241-4=237

Competent Service 71 11 10 1 1 245-1=244

Understanding specific need 66 12 7 6 3 229-3=226

Bank staff encouraging 68 7 10 4 4 219-5=214

Simple and easy to operate


procedure 65 12 7 2 2 226-8=218

Maintenance of records 81 3 5 1 1 254-4=250

Neat and comfortable interior of


the bank 62 5 12 9 9 208-6=202

positive attitude towards


customers 67 8 6 5 5 223-5=215

Source: Compiled from field survey

Annexure-C

Customers level of satisfaction with regard to service quality of UCO Bank

Service Quality Level of satisfaction

Extremely satisfied Neither Dis Extremely scores


satisfied Satisfied norsatisfieddissatisfied
dissatisfied

3 2 1 0 -1

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IJMMR                        Volume 2, Issue 3 (March, 2011)              ISSN 2229‐6883 
 
Credibility and Customization Attributes

Proper security arrangement at the 178-


Bank 48 14 6 9 10 10=168

Confidentiality of A/cs details 47 16 9 8 7 182-7=175

164-
Satisfaction Locker Service 46 10 6 11 14 14=150

153-
Good image of the bank 41 9 12 13 12 12=141

Updating Information 45 12 11 10 9 170-9=161

139-
Individual attention problem 33 14 12 15 13 13=126

A bank employee is always at the


information 50 17 10 6 4 194-4=190

Prompt service by bank 39 19 18 9 2 173-2=171

Sufficient cash at the centre 34 18 22 11 2 160-2=158

Bank staff providing necessary


information 44 8 12 17 6 160-6=154

Service consistency, access and service components Attributes

Consistency in staff performance 53 10 9 5 10 188-10=178

Honest Bank staff 49 13 15 3 7 188-7=181

Easily approachable manager 56 15 8 2 6 206-6=200

Extension of banking hours 38 20 16 9 4 170-4=166

Easily assemble ATM 37 17 12 13 8 157-8=149

Polite and courteous bank staff 43 21 18 2 3 189-3=186

Consistency in the Computer


operations 46 19 21 1 1 196-1=195

Punctuality in opening the branch 41 23 10 6 7 159-7=152

Innovation and employee Behavior Attributes

Excellent output from ATM 41 13 17 5 11 166-11=155

Immediate rectification of ATM 39 15 13 12 8 160-8=152

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Clear answer for the question 45 11 19 2 10 176-10=166

Willingness to help 46 19 8 9 5 184-5=179

Regularly sending bank


statements 54 7 13 11 2 189-2=187

availability of bank staff for needs 50 14 18 4 1 196-1=195

Listening 43 23 11 7 3 186-3=183

Record maintenance, Responsiveness and Reliability Attributes

Clarity of communication by bank 47 18 13 3 6 190-6=184

Staff displaying discreet 35 22 5 12 3 164-3=161

Trusting 55 18 9 1 4 210-4=206

Competent Service 43 12 17 13 2 170-2=168

Understanding specific need 40 24 9 5 9 177-9=168

Bank staff encouraging 58 11 7 8 3 203-3=200

Simple and easy to operate


procedure 51 13 18 1 4 197-4=193

Maintenance of records 60 15 3 3 6 213-6=207

Neat and comfortable interior of


the bank 46 8 11 16 6 165-6=159

positive attitude towards


customers 49 9 21 6 2 186-2=184

Source: Compiled from field survey

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