IMPACT OF SERVICE QUALITY ON CUSTOMERS' TRUST, SATISFACTION AND PERCEIVED VALUE, IN KERALA STATE FINANCIAL ENTERPRISES LIMITED

The Kerala State Financial Enterprises Limited (KSFE) has emerged as a leading financial institution in Kerala, offering services to a diverse and wide-ranging customer base. In the present competitive financial services environment, the sustainability of such institutions depends not only on their product offerings but also on the quality of service and the overall customer experience. This study investigates the role of customer experience dimensions, trust, value, and satisfaction in shaping customers' perceptions of KSFE. Specifically, it examines how varying levels of service quality factors influence these experiential dimensions. This study also aims to evaluate customer perceptions of trust, value, and satisfaction with KSFE, and to determine the extent to which these perceptions are affected by service quality performance. Findings from this study are expected to provide valuable insights into the service experience -relationship, contributing to both theoretical understanding and practical strategies for enhancing customer satisfaction and loyalty in financial service institutions Keywords: Service Quality, Tangibility, Reliability, Responsiveness, Assurance, Empathy, Customer Experience, Customers' Trust, Customer satisfaction, Perceived Value, Customer Loyalty.