An Empirical Study - Awareness of Customers on Service Quality of Public Sector Banks in VaranasiAn Empirical Study - Awareness of Customers on Service Quality of Public Sector Banks in Varanasi

Service quality is a competitive weapon in the banking industry. As competition becomes more concentrated and environmental factors become more argumentative, the concern for service quality grows. Retention of customer is the ultimate successful performance of any banking sector. To develop reputation and gain customer loyalty, a study of the performance of the banks is done to see if the perception of service quality has an effect on the banks. It is also an eye-opener for the banks to see the gap between customer expectation and perceptions regarding the quality of services provide which should further act as a motivation which results, increases reputation and to achieve customer loyalty. The banks have to prepare their marketing plans and strategies on the basis of the customers segment to reap the competitive advantages. The paper aims to study the gap score of public sector banks in Varanasi city.