Prioritization of Customer Service Quality Dimensions in Indian Cooperative Banks: RIDIT & Grey Relational Approach

Abstract

The principal objective of this research paper is to Prioritise Customer Perceived Service Quality (CPSQ) in the proportion of service quality for Indian cooperative banking sector. In order to understand the cooperative banking customer’s perspective and their relative significance, thirty three service quality dimensions are considered and deeply analysed. In addition, Questionnaire of Customer Perceives Service Quality (CPSQ) is also collected and implemented. Here, the necessary data is collected in the months of November 2019 and January 2020 respectively by using convenience sampling method. The data is collected from the state of Utter Pradesh, India. The reason behind choosing Utter Pradesh is, it agriculturally strong and has higher population (around 20 Crores) in India. Here, to prioritise the CPSQ scale, we have used Relative to an Identified Distribution (RIDIT) & Grey Relational Analysis (GRA) and later we also compared the results to check the reliability of these ranking methods. To perform this prioritization we have used seven factors such as Efficiency (EFF); Infrastructure (INF); Effectivenes (EFT); Timely Services (TMS); Bank Image (BIG); Safety & Security (SS) and Up to date technology (UDT). Later, GRA and RIDIT analysis are also conducted to distinguish the prioritization of service quality items. The present study and analysis helps to validate the cooperative banks service quality in general by ranking the service quality dimensions, which are specifically important in Indian banking sector to improve and enhance its quality. Finally, the obtained results shows that, it is apparent that managers of cooperative banks in Indian scenario must focus more on cooperative bank quality dimensions to improve the reliability of their customer’s perception of cooperative banking in terms of better performance and service quality.