SERVQUIX: A Tool for Service Quality Measurement in Indian Banks

Abstract

The paper aims to propose a comprehensive instrument to measure service quality of banks in India. A standard methodology has been used for scale and index development. The findings clearly depict service quality of banks as a multi-dimensional construct having factors as employee attitude, service recovery, physical and technological infrastructure, assurance and online banking facilities. At last an easy to use template has been proposed for practitioners to calculate and assess their competitive scores based on service quality. The originality of this work lies in the fact that the index captures the customers’ perspective of service quality and also provides an indication for further improvement for better satisfaction and retention of its customer base. The present study may further be extended in terms of large and diversified sample size to validate the proposed index.