Introduction:

Service quality is the total mantra for

success in today’s world.
Without the delighted customer, the
organization will not be able to surviv
Especially the organizations like bank
where the intangible products are
delivered to the customers.
 Service quality is defined as
“ A global judgment or attitude relating to
the overall superiority of the service”.
(Parasuraman et al.).
Objectives:

To assess the level of satisfaction of the

customers in the private sector banks in
Mangalore city.
To determine the critical factors which
impact on the service quality.
To analyze the impact of demographic
factors on Service Quality.
Methodology:

The research is confined to Mangalore city.

A sample of 150 customers was chosen on
the basis of random sampling, out of which
only 116 responded.
The data collection was done through a
standard structured questionnaire to
measure SERVQUAL. The questionnaires
were collected from the customers of public
sector banks in Mangalore
SERVQUAL is used to measure the service level of banks in the following
five dimensions:

Tangibles: appearance of physical facilities,

equipment, personnel.
Reliability:
ability to perform service
dependably and accurately.
Responsiveness: willingness to help customers and
provide prompt service.
 Assurance: Knowledge and trust, ability to convey
trust and confidence.
Empathy: Caring and individualized attention
provided.
The respondents are requested to rank the
statements on a 7- point Likert scale basis (7=
strongly agree, 1 = strongly disagree). The
primary data also collected through the
observation and the interview method. The
secondary data is collected from the magazines,
journals and publications and the internet.