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Multi-channel integration and its impact on service quality perception of bank customers

International Journal of Marketing and Business Communication

Volume 1 Issue 1

Published: 2012
Author(s) Name: Arup Kumar Baksi, Bivraj Bhusan Parida
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Abstract

Technology embedding in banking service has enabled the banks to channelize their services with rapid disintermediation. The operational aspects of banking services has been further augmented by the convergence of technologies as the bank-customers are now being served on multiple and integrated channel platforms. The shift in operational practice of the banks has influenced the perception of the customers with regard to the service quality as their convenience and aspirations grew. The Indian banking sector has metamorphosed on all possible technological dimensions in recent years. The service-blueprint of the Indian banks has witnessed modification of service delivery channels and vis-à-vis interpretation of service quality assured and experienced. This paper attempts to identify the link between the multi-channel service delivery performance and perceived service quality with an empirical concept of multi-channel service quality index (MCSQI) being introduced. The study was carried out in the context of the largest public sector bank in India – State Bank of India at Bolpur and Santiniketan, West Bengal, India. The researcher used a number of statistical analyses to explore the probable link between multi-channel performance and perceived service quality and possible impacts of MCSQI on customer satisfaction and their subsequent investments in profit inducing products/services offered by their banks. The results displayed a statistical significance between the variables suggesting a behavioural adoption of the customers of new-age banking. Key words: multi-channel, service quality, perception, bank, customer satisfaction

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