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

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Jaynal Uddin Ahmed
Jaynal Uddin Ahmed
1 North Eastern Hill University

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GJMBR Volume 22 Issue B6

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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.

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No external funding was declared for this work.

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The authors declare no conflict of interest.

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No ethics committee approval was required for this article type.

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Not applicable for this article.

Jaynal Uddin Ahmed. 2026. \u201cDetermining Customer Satisfaction on Service Quality Constructs Using SERVQUAL Model: Evidence from India’s Rural Banks\u201d. Global Journal of Management and Business Research - B: Economic & Commerce GJMBR-B Volume 22 (GJMBR Volume 22 Issue B6): .

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Accurate evaluation of customer satisfaction using SERVQUAL model in rural banks.
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GJMBR Volume 22 Issue B6
Pg. 73- 80
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Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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GJMBR-B Classification: DDC Code: 658.72 LCC Code: HD38.5
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v1.2

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December 17, 2022

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English

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

Jaynal Uddin Ahmed
Jaynal Uddin Ahmed North Eastern Hill University

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