Literature review.

Abstract

Several studies have been carried out by various researchers of India and abroad, to find out the various service quality factors that lead to customer satisfaction. There is a growing body of literature regarding the effect of quality service on the functioning and success of the banks. Jain and Gupta, 2004 stated that a very little is known about service quality perceptions in India, because research focus has primarily been on developed countries. Before the year 1975, services were not considered as part of the marketing field where marketing referred only to the efforts exerted by a firm to promote packaged goods. Since then, a drastic change occurred and the field of services marketing started to develop.