A STUDY ON SERVICE QUALITY IN SELECTED BANKS BASED ON CUSTOMER EXPERIENCE WITH SPECIAL REFERENCE TO THOOTHUKUDI DISTRICT

The importance of the service industry to economic growth has increased on a global scale. An essential component of commercial activity is the service sector. Unlike in the past, public sector banks now confront two significant challenges in the banking business: first, they must compete with private sector banks; second, they must manage their client base effectively by giving them high-quality service and keeping them as customers. Customer service in banks can be thought of as how a client feels about the services he receives from his bank. Every day, the bankers have to deal with rising consumer demands. As a service-oriented industry, banks' principal responsibility is to acquire, keep, and satisfy clients. Customers' decisions on which bank to use are influenced by the perception of the banks' service quality and brand. Banks are therefore under pressure to design their services to meet client expectations. Marketers must comprehend and gauge how customers feel about the calibre of the services provided. This helps the marketer to comprehend the current state of the service being provided, enabling him to appropriately alter the services being provided to meet the expectations of the customer. The results of this study will be useful in understanding whether the bank meets the customer's expectations in terms of quality service.