A COMPARATIVE STUDY ON SERVICE QUALITY IN SBI AND ICICI BANKS IN ANDHRAPRADESH, INDIA – A SEM TECHNIQUE WITH AMOS

Abstract

Purpose:

The aim of this research is to examine the service quality levels provided by SBI, a public sector bank, and ICICI, a private sector bank, in the YSR Kadapa district of Andhra Pradesh (AP). 

Theoretical Framework:

This study will focus on finding a cognitive dimension that contributes to clarifying the concept of Service Quality and its dimensions (namely tangibility, dependability, responsiveness, assurance, and empathy) and its impact on the customer satisfaction.

Design/Methodology/ Approach:

The researcher used a multi-stage random sampling technique to select the sample of customers from the ten clusters of YSR Kadapa district, such as Kadapa, Rayachoty, Pulivendula, Mydukur, Yerraguntla, Rajampet, Railway kodur, Badvel, Jammalamadugu and Proddatur.  The sample size is 432. The study included a time frame spanning from May 2019 to May 2020, during which data was gathered. The SERVQUAL model was used to find the cognitive aspects of the customers.

Findings:

The results of the Structural Equation Model analysis revealed that that dependability, assurance, empathy, and tangibles emerged as the primary factors affecting service quality. Conversely, responsiveness was identified as a detrimental factor impacting customer satisfaction on SBI and ICICI Banks within the YSR Kadapa district of Andhra Pradesh.

Research, Practical & Social implications:

The study helps the banking industry, academicians and research scholars to understand the impact of service quality to improving employee performance. It will also help the employees realize the effect of quality of service on their performance.

Originality/Value:

The value of the study is represented in being the first study to be applied on the employees of SBI and ICICI banks in the Kadapa district of Andhra Pradesh. Therefore, it is a contribution to the Human Resource/Training Department to understand the impact of service quality on improving employee performance.

Keywords:  SEM (structural Equation Modelling), Perception, Expectation, Service Quality, SERVQUAL model.