Publication Details
Abstract
This research paper aims to explore and analyze the perceptions of customers regarding the service quality of Banaras Mercantile Cooperative Bank Limited in the Varanasi district. Utilizing a comprehensive survey and SERVQUAL model, the study identifies key factors affecting customer satisfaction and provides recommendations for enhancing service quality. This study investigates customers' perceptions of service quality at Banaras Mercantile Cooperative Bank Limited in the Varanasi district. The research aims to evaluate the effectiveness of the bank's service delivery by examining key factors that influence customer satisfaction and loyalty. Utilizing the SERVQUAL model, the study assesses five dimensions: tangibility, reliability, responsiveness, assurance, and empathy. Secondary Data was analyzed to identify the strengths and weaknesses of the bank's services. The findings reveal that while customers appreciate the bank's tangible aspects, such as the physical facilities and equipment, there are significant gaps in reliability and responsiveness. Customers expressed concerns about the consistency of service delivery and the bank's ability to promptly address their issues. Assurance and empathy also showed room for improvement, with customers desiring more personalized attention and confidence in the bank's competence. The study concludes that enhancing service quality in these critical areas can lead to higher customer satisfaction and loyalty. Recommendations include targeted training programs for staff, improvements in service processes, and a greater emphasis on customer feedback mechanisms. These strategic changes are essential for Banaras Mercantile Cooperative Bank to strengthen its competitive position and better meet customer expectations.