A Comparative Study of Customer Perception Towards Banking Services

In banking sector, the whole range of activity and generation of income swivels around the customer. The quality of service is crucial to both the customers and the banks. As banks provide identical services, in order to survive the competitions, they have to identify the customers’ needs and expectations and not only deliver quality services but should constantly improve on them. The purpose of this paper is to determine the customer's perception toward the banking services with a sample size of 500 customers taken from selected branches of commercial banks from Dimapur and Kohima districts of Nagaland. The overall service quality and customer satisfaction of commercial banks is being done by comparing the Means of all dimensions’ Mean Consideration and Mean Experience covering all the items. The finding of the study clearly shows that different educational status groups and different occupation groups of customers have different perception toward the banking services. It also shows that all the educational status groups as well as occupation groups of customers experience less than what they expect in the overall service quality of commercial banks. It is, therefore, suggested that banks, keeping in view the perception level of different categories of customers, take necessary initiatives to understand the needs and expectations of all categories of customers and fulfill the same in a better way.