The Impact of Service Quality Dimensions on Consumers Behavioural Intention in Rural Banking
Department of Management Studies, P.S.N.A. College of Engineering and Technology,
Dindigul - 624622, Tamil Nadu, India
Although numerous studies emphasize the importance of service quality in commercial banking, the study on rural consumer behaviour in services marketing has been inadequately captured by previous empirical research. The purpose of this paper is to examine the quality of services in rural banking and its impact on customer satisfaction and their behavioural intention. The study proposes a new model for assessing the impact of quality in rural banking on customer satisfaction and their behavioural intention based on SERVPERF scale. A comprehensive scale will be developed to measure the quality of services, customer satisfaction and behavioural intention. The study reveals that the important discriminant quality factors among lower income and higher income groups in rural banking are service quality and functional quality. The highly influencing quality dimensions on the customer satisfaction and behavioural intention are service quality and personnel quality. Hence the study underlines the importance of internal service quality (personnel quality) to deliver better service quality to their customers and makes them satisfied. On the basis of customers’ satisfaction, the bankers can create positive behaviour intention among their customers.