The financial reforms initiated in the year 1991 posed a lot of challenges before the
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customer satisfaction and loyalty. Today’s banking customers have become more aware and
rational in their approach than ever. Customer satisfaction and formulation of marketing
strategies to attract more and more customers towards the banks are now becoming a key
issue in order to survive in the competitive banking industry for every bank. The current
study is an attempt to find out the gap between the expected and the perceived
satisfaction levels of bank customers. For the purpose of the study, data were collected
through primary sources by framing a questionnaire on the basis of SERVQUAL scale and
review of literature. To analyse the collected data, Gap Analysis and
t-test have been employed. The results of the study bring out the major
differences in customers’ expectations and perceptions from banking services, thus showing
dissatisfaction among bank customers.
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