Service Quality Dimension Impact on Customer Satisfaction in Regional Rural Bank in Orissa

Abstract

Customer satisfaction occurs when customers’ expectations are met. This study examined the factors that are critical in improving customer satisfaction in branch Utkal regional rural bank in Rourkela, India. Convenient random sampling techniques was used to select 250 respondents from two branches of Utkal Grameen Bank Rourkela, Orissa and structured questionnaire was administered to collect data. Descriptive statistics and regression model were employed in the data analysis. The results showed that there was active youth involvement in the activities of Utkal Grameen bank, some customers were literate and some were illiterate and most of the patrons of the bank were males. In general, customers were satisfied with the services provided by the bank. The results of the multiple regression analysis indicated that customer satisfaction depends on attention to customer complaints by the staff of the bank, accessibility of the bank to customers, tidiness and cleanliness of banking environment, speed of service delivery and knowledge base of the staff of the bank. These factors were found to have positive effects on customer satisfaction