IN THIS DIGITAL REALM, IS BRANCH BANKING STILL IMPORTANT IN CONSUMES’ PERSPECTIVE: A STUDY IN KOLKATA REGION
In the past, the only way to get financial services was via 'Brick and Mortar Banking,' but today a variety of distribution options are accessible. To put it another way, it's due of the rapid advancements in ICT (Information and Communication Technology). Rather than being a choice, using ICT in commercial banking is a must for existence rather than an option. This article examines the relevance of conventional Brick-and-Mortar banking in the contemporary ICT age, which is defined by e-CRM and other new ICT-based goods and services, in light of Kolkata’s private sector banks. Description and analysis are key components of this research. 250 customers of a private sector bank in Kolkata were surveyed to determine the Delivery Gap and their input was used to assess each bank's Service Quality (SQ). Analysis of customer satisfaction and service quality is crucial when traditional channels are replaced by digital ones (online). The Gap Analysis identifies the difference between the SQ provided and the SQ anticipated. It has been seen, if we are talking about the service delivery gap, it is important to highlight that the two most important and crucial SERVQUAL features that characterize the SQ in financial services are (a) Tangibility and (b) Assurance. It has been observed in our study, when it comes to customer service, a "human personal touch" is more important than any technological advancement in respect of consumers’ perspective.
Service Quality, ICT, Gap Analysis, Digital Banking, Brick and Mortar Banking.