Application of SERVQUAL Model in PSU Banks

To be able to survive the prevailing intense competition in the banking industry, what most of the bank attempt to do is to create convenient banking activities for their customers. Most banks are now paying more to actual and potential customers in order to sustain their business in an environment of competition. Though it seems that the above is a means of remaining competitive, not all the banks emphasizes on customer satisfaction and again it is only a few banks that have taken the trouble to develop their Marketing Strategy with regards to how their services should be provided to satisfy customers. The performance of the Commercial Bank in this direction has been very credible.