CUSTOMER SATISFACTION AND REGIONAL RURAL BANKS

Abstract The study aims to measure the service quality magnitude of regional rural banks. Such magnitude contains tangibility, reliability, assurance, empathy and responsiveness. This magnitude is strongly and positively associated with customer satisfaction. Next, service quality associates and affect customer satisfaction. The effect of tangibility and assurance is strong; reliability is moderate, but empathy and responsiveness are weak on customer satisfaction. On the whole, service quality dimensions influence customer satisfaction to more than 50%. Finally, the overall satisfaction of regional rural banks in Tamilnadu is moderately associated with customer satisfaction