Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-June09-Article1-Analysis of Gap in Service Quality through SERVQUAL : A Case of Deposit Service Provided by a Bank in Bangladesh
- Price : 80.00
- Published on June 1, 2009
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
To remain profitable and strong in the market, retaining current customers and attracting potential customers has no alternative. This can only be done if the customers are kept satisfied and if the gap between expectation and perception of services are minimal. Thus, the analysis of gap on a regular basis and following the improvement, if any, is very important. In this paper, such analysis of gap is initiated on deposit service of a multinational bank operating in Bangladesh. For this gap analysis, SERVQUAL is used as a tool with five original dimensions and twenty two statements. A questionnaire survey is administered to calculate the gap score using SERVQUAL scale and thrust areas have been identified on the basis of the gap score where management should give more attention.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.