Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-February2011-Article1-A Study On Banking Service Quality In Nagapattinam District, Tamil Nadu
- Price : 80.00
- Published on February 2, 2011
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
Three forces dominate the prevailing marketing environment in the service sector: Increasing competition from private players, changing and improving technology and continuous shifts in the regulatory environment, which has led to the growing customer sophistication. Customers have become more and more aware of their requirements and demand higher standard of service. Their perception and expectations are continually evolving, making it difficult for the service providers to measure and manage service effectively. The key lies in improving the service selectively, paying attention to more critical service attributes/ dimensions as a part of customer service management. The present study identifies ten dimensions for measuring service quality in Nagapattinam District. There are seven taluks and 120 branches in Nagapattinam district. The study will help the bankers to enhance their quality of service and make the customers loyal to the organization. The study used simple random sampling method to collect 170 data from the banking customers in Nagapattinam and data were analyzed through Amos 16 and found that the Credit scheme and Interest rate is the mediating factor to service quality.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.