Overview

Original Research

CUSTOMER SATISFACTION AND REGIONAL RURAL BANKS

K.V.ARUN and Dr.CHI.NANJAPPA

Vol 17, No 05 ( 2022 )   |  DOI: 10.5281/zenodo.6596938   |   Author Affiliation: Ph.D Part time Research Scholar, PG and Research Department of Commerce Kongu College of Arts and Science (Affiliated to Bharathidasan University) Karur, Tamil Nadu; Assistant Professor and Head, PG and Research Department of Commerce, Kongu College of Arts and Science, (Affiliated to Bharathidasan University) Karur, Tamil Nadu   |   Licensing: CC 4.0   |   Pg no: 117-127   |   To cite: K.V. ARUN and Dr. CHI.NANJAPPA. (2022). CUSTOMER SATISFACTION AND REGIONAL RURAL BANKS. 17(05), 117–127. https://doi.org/10.5281/zenodo.6596938   |   Published on: 30-05-2022

Abstract

The study aims to measure the service quality magnitude of regional rural banks. Such magnitude contains tangibility, reliability, assurance, empathy and responsiveness. This magnitude is strongly and positively associated with customer satisfaction. Next, service quality associates and affect customer satisfaction. The effect of tangibility and assurance is strong; reliability is moderate, but empathy and responsiveness are weak on customer satisfaction. On the whole, service quality dimensions influence customer satisfaction to more than 50%. Finally, the overall satisfaction of regional rural banks in Tamilnadu is moderately associated with customer satisfaction.

Keywords

Service quality, customer satisfaction and banks.