Determining Customer Satisfaction on Service Quality Constructs using SERVQUAL Model: Evidence from India’s Rural Banks

The present research paper aims to determine customers' satisfaction with services offered by rural banks in India. The study has considered a total of 400 customers directly associated with the banks, i.e., at least having one account with the banks using the purposive sampling method. The respondents’ opinion on the selected variables indicating satisfaction/dissatisfaction level was measured on a Likert scale. The data have been analyzed through statistical techniques such as descriptive statistics, correlations analysis, and regression analysis using Statistical Package for Social Sciences (SPSS). The study indicates that there are interrelationships between the factors, namely intangible infrastructure, reliability, assurance, responsiveness, and empathy, and also validates the variables exhibited a linear relationship relating the constructs to each other. The research also reveals that tangible infrastructure, reliability, and empathy are significant predictors of customers’ satisfaction, at the same time, assurance and responsiveness are not appropriate predictors of customers’ satisfaction levels.