Service Assurance Perception and Customer Demography: Empirical Study of State Bank of India

It becomes possible to devise effective strategies when the banks properly understand how services are being assessed or perceived by the customers. The analysis of customer perception can give direction and focus to strategic planning. It is indeed a difficult task because quality is a critical factor to services. Customers in service industry can be made coproducers of services by inviting them to express their perceptions and expectations about the service. Service quality is directly related to customer expectations and perceptions. Bank customers’ needs according to their demography are still an unserved area. This study, in particular, examines the influence of customer demographical characteristics such as gender, qualification, occupation and income and their effect of banking service assurance perception and identifies which demographical characteristics influence the assurance perception of service quality. The data collection for this is done using the SERVQUAL scale. The data is analyzed using statistical techniques such as ANOVA, f-test and post hoc tests. The paper concludes that qualification and occupation are the characteristics that influence the service assurance perception the most.