| Pub. Date | : October, 2021 |
|---|---|
| Product Name | : The IUP Journal of Accounting Research and Audit Practices |
| Product Type | : Article |
| Product Code | : IJARAP071021 |
| Author Name | : D S Prasad |
| Availability | : YES |
| Subject/Domain | : Finance |
| Download Format | : PDF Format |
| No. of Pages | : 13 |
The paper reviews research on the linkages between select demographic and behavioral variables and customer perception of the banking service quality in the face of commercial bank mergers in India and seeks to identify gaps in the current body of knowledge which justify future research directions. The impact of bank mergers on customer service quality has attracted a great deal of attention during the last two to three decades in view of the ongoing consolidation of the Indian banking sector with a view to improving its efficiency and profitability. Using Systematic Literature Review (SLR) method, the study reviews papers from 37 refereed journals and other books published on the subject. Detailed content analysis reveals that most of the research is empirical and identifies brand equity, Customer Relationship Management (CRM) and innovative ability, among others, as the major factors influencing the customer perception (marketing implications of commercial bank mergers) of service quality of commercial banks in India in the face of mergers. In conclusion, the study found that demographic and behavioral variables and customer perception of the quality of service of the merging commercial banks in India are related and the bank managements must give due importance to the segmental differences while formulating their marketing strategies if they have to be successful in the emerging competitive commercial banking scenario of India. Future research may be carried out taking larger and more diversified samples of bank customers to generalize the research findings.
Many consumers are concerned that the level of service quality has been declining over the last two decades. From the customer service perspective, a decline in service quality can be attributed to the rise in two-income households and the busier lifestyles of the consumers of such services. Having higher incomes, better education, and less time have made consumers more demanding with regard to convenience and service quality.