Customer Perception Towards Service Delivery Of Commercial Banks (A Study In Surkhet Valley )

Abstract

Customer perception refers to the process by which a customer selects, organizes and interprets information/stimuli inputs to create a meaningful picture of the brand or the service. The main objective of this study is to determine customer perception towards service delivery of Nepalese commercial banks in Surkhet valley. Moreover, the specific objectives of the study were to explore the impact of security on customer perception of commercial banks, to analyze the impact of behavior of the employee on customer perception of commercial banks, to examine the influence of trust and reliability that assure by the banks on customer perception and to determine impact of accessibility of banking activity on customer perception of commercial banks. This study consisted of 140 participants belonging to different profession. For the purpose of conducting the study, 24 item questionnaires were used. A survey was carried out using convenience sampling and the sample obtained included the respondents with different gender, age, and occupation of Surkhet Valley. This study identified the four major banking service delivery attributes: accessibility, trust and reliability, behavior of the employee and security satisfy customer perception. These four service quality dimensions plays vital role in the customer perception. This study examined that the factors of banking service delivery, which have significant impact upon the level of customer perception in the context of Nepalese banking sector. The results indicated that baking service providers could utilize all the factors significantly to improve the level of customer perception. The descriptive findings suggest that among various independent variables, trust and reliability has the highest mean of 4.31 with standard deviation of 0.997. Where as overall mean of behavior of the employee is 3.95, mean of security is 4.12 and mean value of accessibility is 4.21. This shows that trust and reliability has a greater influence on customer perception. The result showed that all the constructs are statistically significant at the 0.01 level. This is because the p-value 0.001 is less than alpha value i.e. 0.01. Hence, the results proved that all the independent variables including accessibility, trust and reliability, behavior of the employee and security have significant positive relationship with customer perception.