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The work deals with finding and evaluating the dimensions affecting customer satisfaction in Indian retail banking under the general scenario and under the specific scenario of service failure and subsequent service recovery. It deals with exploring the dimensions with the help of qualitative research through qualitative research tools like Grounded Theory, depth interviews, focus groups and index card sorting. The research also deals with confirming the various dimensions of customer satisfaction through quantitative research tools like exploratory factor analysis, confirmatory factor analysis, and structural equation modeling. The research finally develops two reliable and validated Customer Satisfaction Scales - one for measuring the general satisfaction levels of Indian retail banking customers and the other for measuring the satisfaction levels under the specific scenario of service failure and subsequent service recovery. The qualitative study might help retail banks to understand the dimensions affecting customer satisfaction. The customer satisfaction scales would help retail banks to measure customer satisfaction levels.
About the author
Pratap is the Editor-in-chief of International Journal of Research in Management and Business. He is on the editorial board of journals like International Journal of Research in Management Sciences, International Journal of Commerce and Business Studies, and Journal of Harmonized Research. His research interests are CRM and customer satisfaction.
