A STUDY ON CUSTOMER SATISFACTION ABOUT SERVICE QUALITY OF NATIONALISED BANKS IN SIVAGANGAI DISTRICT

The Indian banking is an essential component of the service industry. The share of banking and insurance within the service industry is very significant. The banking industry like many other financial service industries is facing a rapidly changing market, new technologies, economic uncertainties, stiff competition and more demanding customers and the changing climate has presented an unprecedented set of challenges. Banking is a customer oriented service industry, therefore, the customer is the focus and customer service is the differentiating factor. The main key man of this change is changing customer needs and expectations. Customers in India no longer want to wait in long queues and spend hours in banking transactions. This change in customer attitude has gone hand in hand with the development of ATMs, phone and net banking along with availability of service right at the customer's doorstep. With the emergence of universal banking, banks aim to provide all banking product and service offering under one roof and their endeavor is to be customer centric e.g. the new development is payment of subsidy in the way of bank account. With the emergence of economic reforms in world in general and in India in particular, today’s banks have come up in a big way with prime emphasis on technical and customer focused issues.