Service Quality Measurement in Indian Retail Banking Sector : CA Approach

The present study on Service Quality (SERVQUAL) holds that SERVQUAL primarily determines the customer value which in turn contributes to the customer retention and loyalty. Realizing the paramount role of SERVQUAL in services marketing, more specifically in a customer intensive industry like Retail Banking, Allred (2001) has developed a comprehensive scale to measure service quality in banking sector. In this empirical study,, applying the scale developed by Allred, a perceptual map on a set of retail banks in India is drawn through a sophisticated multivariate non-parametric technique called Correspondence Analysis