A STUDY ON SERVICE QUALITY ANALYSIS IN PRIVATE BANKS WITH REFERENCE TO AXIS BANK AND KOTAK MAHINDRA BANK

Service quality has become one of the most influential factors determining customer satisfaction and long-term success in the private banking sector. This study examined customer perceptions regarding the service quality of Axis Bank and Kotak Mahindra Bank using the SERVQUAL framework. The findings indicate that customers generally express positive opinions regarding the quality of banking services provided by both institutions. Reliability, responsiveness, assurance, empathy, and tangibility collectively contribute to improving customer satisfaction and strengthening customer loyalty. The statistical analysis further demonstrates that service quality has a strong positive relationship with customer satisfaction, highlighting the importance of maintaining consistent service standards. Continuous investment in employee development, technological innovation, personalized banking services, and effective customer relationship management will enable both banks to sustain competitive advantage and achieve long-term organizational growth in an increasingly dynamic banking environment.

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