2025, Vol. 6, Issue 2, Part H
Measuring service quality gaps in traditional versus online banking in North East India: A SERVQUAL Analysis
Author(s): Tejnarayan Thakur and A Debala Devi
Abstract: Using the SERVQUAL approach, this study examines the differences in service quality between traditional and online banking services in the North East region of India. A survey of 450 banking customers from Guwahati, Shillong, and Imphal was conducted to assess their expectations and perceptions across five service quality dimensions: tangibility, reliability, responsiveness, assurance, and empathy. The study reveals significant variations in service quality gaps between traditional and online banking in the context of North-East India. Online banking demonstrated superior performance in reliability and responsiveness, while traditional banking excelled in tangibility and empathy. The findings provide valuable insights for banks operating in the North East region to enhance their service delivery across multiple channels, considering the unique geographical, cultural, and infrastructural characteristics of this region. The study contributes to existing literature by demonstrating service quality differentials in an underexplored banking environment of North East India.
DOI: 10.22271/27084515.2025.v6.i2h.744
Pages: 739-745 | Views: 396 | Downloads: 69
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How to cite this article:
Tejnarayan Thakur, A Debala Devi. Measuring service quality gaps in traditional versus online banking in North East India: A SERVQUAL Analysis. Asian J Manage Commerce 2025;6(2):739-745. DOI: 10.22271/27084515.2025.v6.i2h.744
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