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Exploring The Dimensionality Of Service Quality: An Application Of Topsis In The Indian Banking Industry

Author

Listed:
  • MANABENDRA N. PAL

    (Department of Operations Management, Indian Institute of Management Calcutta, India)

  • KOUSHIKI CHOUDHURY

    (Department of Marketing, Indian Institute of Management Calcutta, India)

Abstract

The Indian banking industry is going through turbulent times. With the lowering of entry barriers and blurring product lines of banks and non-banks since the financial sector reforms, banks are functioning increasingly under competitive pressures. Hence, it is imperative that banks maintain a loyal customer base. In order to achieve this and improve their market positions, many retail banks are directing their strategies towards increasing customer satisfaction and loyalty through improved service quality. Moreover, with the advent of international banking and innovations in the marketplace, customers are having greater and greater difficulty in selecting one institution from another.Hence, to gain and sustain competitive advantages in the fast changing retail banking industry in India, it is crucial for banks to understand in-depth what customers perceive to be the key dimensions of service quality and to evaluate banks on these dimensions. This is because if service quality dimensions can be identified, service managers should be able to improve the delivery of customer perceived quality during the service process and have greater control over the overall outcome.The study suggests that customers distinguish four dimensions of service quality in the case of the retail banking industry in India, namely, customer-orientedness, competence, tangibles and convenience. A methodological innovation in this study has been in the use of TOPSIS in the field of customer-perceived service quality. TOPSIS has been used to evaluate and ranking the relative performance of the banks across the service quality dimensions. Identifying the underlying dimensions of the service quality construct and evaluating the performance of the banks across these factors is the first step in the definition and hence provision of quality service in the Indian retail banking industry.

Suggested Citation

  • Manabendra N. Pal & Koushiki Choudhury, 2009. "Exploring The Dimensionality Of Service Quality: An Application Of Topsis In The Indian Banking Industry," Asia-Pacific Journal of Operational Research (APJOR), World Scientific Publishing Co. Pte. Ltd., vol. 26(01), pages 115-133.
  • Handle: RePEc:wsi:apjorx:v:26:y:2009:i:01:n:s0217595909002110
    DOI: 10.1142/S0217595909002110
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    Citations

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    Cited by:

    1. Aliasghar Aliakbarzadeh & Akbar Alem Tabriz, 2014. "Performance Evaluation and Ranking the Branches of Bank using FAHP and TOPSIS Case study: Tose Asr Shomal Interest-free Loan Fund," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 4(12), pages 199-217, December.
    2. Miguel Angel Ortiz Barrios & Fabio De Felice & Kevin Parra Negrete & Brandon Aleman Romero & Adriana Yaruro Arenas & Antonella Petrillo, 2016. "An AHP-Topsis Integrated Model for Selecting the Most Appropriate Tomography Equipment," International Journal of Information Technology & Decision Making (IJITDM), World Scientific Publishing Co. Pte. Ltd., vol. 15(04), pages 861-885, July.
    3. Emrah Önder & Nihat Taş & Ali Hepşen, 2014. "REITs in Turkey: Fundamentals vs. Market," International Journal of Finance, Insurance and Risk Management, International Journal of Finance, Insurance and Risk Management, vol. 4(1), pages 662-662.
    4. Emrah Önder & Ali Hepşen, 2013. "Combining Time Series Analysis and Multi Criteria Decision Making Techniques for Forecasting Financial Performance of Banks in Turkey," International Journal of Finance, Insurance and Risk Management, International Journal of Finance, Insurance and Risk Management, vol. 3(3), pages 530-530.
    5. repec:hur:ijaraf:v:5:y:2015:i:1:p:137-147 is not listed on IDEAS
    6. Ilyas Akhisar & Necla Tunay, 2015. "Performance Ranking of Turkish Life Insurance Companies Using AHP and TOPSIS," MIC 2015: Managing Sustainable Growth; Proceedings of the Joint International Conference, Portorož, Slovenia, 28–30 May 2015,, University of Primorska, Faculty of Management Koper.

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