A Study on Customer Perception Towards Service Quality Dimensions of Public and Private Sector Banks: Evidence from Jalgaon District, Maharashtra

Abstract This paper examines customer perceptions of service quality in public and private sector banks operating in the Jalgaon district (Maharashtra, India). Based on the SERVQUAL framework (tangibility, reliability, responsiveness, assurance, and empathy) and extended with digital service quality (DSQ) and convenience dimensions, the study adopts a cross-sectional survey of retail banking customers in urban and rural branches. Using a stratified random sample (target n ≈ 400-600), the data were analysed using reliability tests (Cronbach’s alpha), exploratory and confirmatory factor analyses, mean-difference (expectation-perception) scores, and multivariate models (mediated by independent samples t-test/ANOVA, multiple regression, and SEM). The findings indicate that (i) (i) there is significant variation in perceived service quality across areas and dimensions; (ii) digital service quality and responsiveness emerge as the strongest predictors of overall satisfaction; and (iii) satisfaction significantly mediates the relationship between service quality and loyalty intentions (repurchase and word of mouth). This paper discusses managerial implications for public and private banks in Jalgaon, policy suggestions for rural service delivery, and avenues for future research.