CHAPTER-IVREVIEWOFLITERATURE

4.1 Customer Satisfaction Alan Chan and Luther Denton had surveyed multiple banking
practices of customers in the retail sector in Hong Kong by questionnaire method in
1991. The survey analysed the number of banks each surveyed person used, the types of
services they used at each bank and the factors that influenced this type of consumer
behaviour. The analysis brought to fore the factors like risk reduction, convenience in
terms of number of branches and ATM’s etc. and hence multiple banking is wide spread.
When relative importance of these factors were statistically analysed based on sex, age,
marital status and income and education discriminators significant differences were
revealed. 4.2 Methods of identifying customer satisfaction: Mike Asher (1989) asserted
that organisations must be swift in identifying and meeting customer satisfaction in
order to remain in competition. He examined the methods of identifying customer
satisfaction, methods of measuring and using the results to improve the quality of
products and services and opined that the whole customer supplier chain has to focus
on meeting the needs of the external customer and providing customer satisfaction. A
Comparative Study of the Customer Satisfaction in Public Banks and Private Banks with
Special Reference to State Bank of India and HDFC Bank 92 4.3 Link between quality and
customer satisfaction. Bowles 1992; Grant et al., 1994; Zingheim and Schuster, 1992
drew a critical link between quality improvement and customer satisfaction. They
studied factors like behaviour of service providing personnel in relation to customer
satisfaction, service quality in relation to customer satisfaction, etc. 4.4 Key Determinant
of Success: The survey and deliberations among researchers (cf. Albrecht, 1988;
Albrecht and Zemake, 1986; Gronoos, 1983, 1990; Zemake, 1989) churned out that
customer satisfaction is the key determinant of success in business. However, the
precise method by which customer satisfaction is achieved could not be affirmed. 4.5
‘Empowering’ employees: Another body of researchers are coming up with the opinion
that ‘empowering’ employees to think and take decisions on their own for the benefit of
their company’s customers, is a key determinant of customer satisfaction. (DuBrin,
1997; Gummesson, 1989; Schelesinger and Zornitsky, 1991; Locklock, 1992). DuBrin
(1997) suggests that employees can bring customer satisfaction if given the authority to
take care of customer problems and needs. However, it has also been accepted that
linkages between customer satisfaction and employee empowerment is based only on
few incidents and experiences, while surveys throw enough light on linkages between
quality improvements and customer satisfaction. A Comparative Study of the Customer
Satisfaction in Public Banks and Private Banks with Special Reference to State Bank of
India and HDFC Bank 93 4.6 Constructs/Steps to Customer Satisfaction: Customer
complaints, their behaviours, their intentions and the effect of these on customer
satisfaction have increasingly become foci of attention of researchers and practitioners
recently. They have built some constructs. Practitioners find these constructs useful in
understanding the extent of market dissatisfaction and devising programs to alleviate
customer complaints and enhance satisfaction. (Lewis 1983; Ross and Oliver 1984;
TARP1979, 1986) Scott M Broetzmann, John Kemp, Mathieu Rossano, Joy Marwaha
(1995) presented a research based simple four step procedure to measure customer
satisfaction, manage service quality; assess market damage; formulate action plan; and
implement policy. 4.7 Customer Retention is Critical: Terrence Levesque, Golden H. G.
McDougall (1996) pointed out that customer satisfaction and retention are critical for
retail banks. They investigated the major determinants of customer satisfaction and
future intentions in the bank sector. 4.8 Dimensional Construct: Antreas D.
Athanassopoulos (1997) developed a service satisfaction construct by making use of
previous research instruments that were developed to assess customer satisfaction
from the customer’s perspective. Their construct is a set of contests and tests that are
empirically a five dimensional construct comprising of interactive, corporate, physical,
price and convenience dimensions. The construct is built upon empirical data from a
sample of 270 retail bank managers in Greece in order to test the hypotheses. A
Comparative Study of the Customer Satisfaction in Public Banks and Private Banks with
Special Reference to State Bank of India and HDFC Bank 94 4.9 Perceptions and
expectations: Peter Kangis, Vassillis Voukelatos (1997) reported the findings of the
survey conducted among customers of private and public sector banks in Greece on
service quality perceptions and expectations. 4.10 Satisfaction and loyalty: Banwari
Mittal, Walfried M. Lassar (1998) pointed out that one of the most unexamined
assumptions marketing firms have made in recent years is that satisfaction alone will
guarantee customer loyalty. They described research undertaken by Barclays Life into
the determinants of satisfaction amongst customers and the importance of each of the
elements in determining their loyalty. 4.11 Customers’ awareness and satisfaction:
Ahmad Jamal, Kamal Naser (1999) in their study made an attempt to assess the degree
of customers’ awareness and satisfaction toward an Islamic bank in Jorden. The analysis
of the responses revealed certain degree of satisfaction and dissatisfaction of many of
the Islamic banks’ facilities and products. Respondents were aware of financial facilities
but didn’t use them. 4.12 Quality dimensions and perceived service quality: Kamilia
Bahia, Jacques Nantel (2000) worked on developing a reliable and valid scale for the
measurement of the perceived service quality of bank services and termed it Banking
Service Quality (BSQ). Some retail banking customers were questioned. BSQ comprises
of 31 items which spans six dimensions: effectiveness and assurance; access; price;
tangibles; services portfolio; and reliability. S Sureshchandar, Chandrasekharan
Rajendran, R. N. Anantharamanv (2003) focused on investigating the critical factors of
customers’ perceived service quality in banks of a developing economy, in A
Comparative Study of the Customer Satisfaction in Public Banks and Private Banks with
Special Reference to State Bank of India and HDFC Bank 95 particular India. The study
investigated the favourable and unfavourable aspects of the three groups of banks in
India with respect to the service quality factors from the perspective of the customers,
of the service quality indices with respect to the three groups, and of the Indian banking
industry as whole. The investigation offers interesting information. 4.13 Service
attributes: S. Prabhakaran, and Satya, S. examined various service attributes in the
banking sectors using SERVQUAL. They concluded that quality service is a winning edge
in the highly competitive environment. 4.14 Satisfaction and positive word of mouth:
Arasli, Huseyein, Sailh, Turan, Mehtap, Smadi, and Salime (2005), analyzed and
compared service quality in commercial banking sector and investigated the relationship
between satisfaction and positive word of mouth using SERVQUAL instrument. The
factors included were account opening formalities, working hours of banks, loan
sanctioning procedure, efficiency of staff, value added services, time taken to serve the
customers, ambiance, facilities, customers’ dispute settling mechanism, relationship
maintained by the bank with the customers, and overall quality of service of private
sectors banks in Coimbatore city . 4.15 Nature of Service Quality: Just like products, the
effective marketing of service is very desirable. Unlike products, service is highly
intangible. So, it becomes all the more crucial that a desirable image is created (Onkvisit
and Shaw, 1989). A Comparative Study of the Customer Satisfaction in Public Banks and
Private Banks with Special Reference to State Bank of India and HDFC Bank 96 4.16
Brand communication and customer experience: Porter (1985) suggested a simple
equation which defines a brand. S=PxDxAV, where ‘S’ stands for Successful Brand, ‘P’ for
Effective Product, ‘D’ for Distinct Identity and ‘AV’ for Added Value. This equation can be
aptly used in the bank branding area. Viewing business of banks and other financial
institutions as purely marketing skill based function these financial institutions do need
to position their service in such a manner that their bank brand can be easily
differentiated from other competitors, opined Blankson and Kalafatis, 1999. They stated
that brand communications and customer experiences are cues to perceived service
quality. Markwich (1995) called for attention to the fact that image reflects individuals’
perceptions, the reputation, and the corporate identity of the firm and of the brand.
Brand building activities in the Indian banking scenario is limited to very few banks, and
those are mostly in the private and foreign bank sectors, though there are very few
exceptions from the public sector banks like the branding activity performed by the
State Bank of India. Bhagyalakshmi Venkatesh, Dr Suresh Ghai say that a successful bank
brand can be created with strong value proposition, ensuring customer satisfaction and
creating and maintaining strong brand image. Banks may need to bring in service quality
elements, which are generally used by other service sectors, such as hospitality and
airline, depending on the segment they cater to. Bhagyalakshmi Venkatesh and Dr
Suresh Ghai said that the Indian banking system has changed a lot over the last five
decades especially in the last 15 years with Indians taking to the path of free market
economy and globalization with clear commitments under WTO (World Trade
Organization) regime. A Comparative Study of the Customer Satisfaction in Public Banks
and Private Banks with Special Reference to State Bank of India and HDFC Bank 97 4.17
Factors that influence consumer behaviour: Luther Denton and Alan K. K. Chan (1991)
investigated multiple banking practices of customers in the retail sector in Hong Kong.
They used questionnaire survey method. The survey included analysis of the number of
banks used by each customer and the factor that influence this type of consumer
behaviour. They reported that multiple banking is widespread and is heavily influenced
by such factors as risk reduction, and convenience in terms of number of branches and
ATM’s. Statistically significant differences were found in the evaluation of the relative
importance of these factors on multiple banking practices based on sex, age, marital
status, and income and education discriminators. 4.18 Satisfaction, Loyalty and Choice:
Bloemer and Kasper 1995; Oliver 1999, said it is possible for a customer to be loyal
without being highly satisfied (e.g., when there are few other choices) and to be highly
satisfied and yet not be loyal (e.g., when many alternatives are available). Firms need to
gain a better understanding of the relationship between satisfaction and loyalty in the
online environment, to allocate their online marketing efforts between satisfaction
initiatives and loyalty programs. Zeithaml et al (1996) suggested expressing could
manifest loyalty preference over others. The recent literature ‘Choice Reduction
Behaviour’ suggested that choice reduction behaviour was a definite resultant
behaviour of loyalty, as customers with a strong loyalty would appear to reduce the
search motivation, and hence eventually forgo the choice of other alternatives and
reduce the competitive efforts on decision making. ‘First in mind’: consistent with
choice reduction behaviour, it is suggested that the extremely loyal customers will be
ideally limited to only one choice . A Comparative Study of the Customer Satisfaction in
Public Banks and Private Banks with Special Reference to State Bank of India and HDFC
Bank 98 That would be the first choice in their minds (Caruana, 1999). Therefore, high
level of service loyalty will lead customers to consider the service provider as the first in
his / her mind. Service quality and customers’ satisfaction act as two antecedents of
service loyalty for the causal relationship between service quality and customer
satisfaction; service quality and customers’ loyalty; and customers’ loyalty and customer
satisfaction. 4.19 Customer Relationship and Satisfaction: Vijay Kumar- a relationship
between a customer and a service provider is long when the customer is satisfied.
Customer satisfaction and loyalty may also depend on the ease with which relevant
information can be obtained while choosing the service provider. 4.20 New Scales,
Models, and Validity criteria: Bahia and Nantel (2000) developed their own BSQ
(banking service quality) scale and compared it with SERVQUAL (service quality) scale,
and concluded that the model they developed was more reliable and fits the validity
criteria. The elements of their scale are effectiveness and assurance, access, price,
tangibles, service portfolio and reliability. Aldlaigan and Buttle (2002) conducted an
empirical study to develop a new scale to measure service quality perceptions of retail
quality, behavioural service quality, service transactional accuracy and machine service
quality. They found that customers evaluate service quality at two levels: organizational
and transactional. The parsimony, reliability and validity of this scale suggest that this is
a measure of high utility to the banking industry. 4.21 Service quality dimension
determinants’: Mangi (2009) conducted a study to compare customers’ perceptions of
service quality of public and private banks in Jammu. SERVQUAL scale was used to A
Comparative Study of the Customer Satisfaction in Public Banks and Private Banks with
Special Reference to State Bank of India and HDFC Bank 99 determine different
dimensions of service quality, and chi square analysis was used to understand the
impact of SERVPERF (service performance) dimension (tangibility, reliability,
responsiveness, assurance and empathy) on customer satisfaction. It was found that the
customers of public sector banks are more satisfied with their service quality than those
of private sectors banks. 4.22 Recommendations of Goiporia Committee: Goiporia
Committee (1991) made wide ranging recommendations to improve the customer
service in commercial banks in India. They studied the various aspects of bank marketing
and suggested the areas where weak and underdeveloped sections need support. 4.23
Customer satisfaction and Profit margin: Chidambaram and Alamelu (1994) studied the
problem of declining profit margin in Indian public sector banks as compared to their
private sector counterpart on the basis of customer satisfaction. 4.24 Workers’
Involvement and Satisfaction: The progress of an organization prospers if the workers
‘involvement and satisfaction towards the job are high (Venkatachalam), and while a
person who is dissatisfied with his/her job holds a negative attitude about the job
(Stephen P. Robbins, 1998). Dietz et al (2004) found that higher the frequency of
employee customers’ contact, the stronger would be the relationship between service
climate and customers’ attitudes. A Comparative Study of the Customer Satisfaction in
Public Banks and Private Banks with Special Reference to State Bank of India and HDFC
Bank 100 4.25 Deliver Service and Satisfaction: Silky Vigg et al (2007) emphasised that
efficiency of the banking sector depends upon how best it can deliver service to its
target customers. In order to survive in this competitive environment and provide
continual improvement, the quality of service and technology needs to be continuously
updated. Customer satisfaction is the feeling or attitude of a customer toward a product
or service after it has been used and is generally described as the full meeting of one’s
expectations. There can be potentially many antecedents of customer satisfaction as the
dimensions underlying satisfaction judgment are global rather than specific. However,
some argue that customers develop norms from product performance based on general
product experiences, and these affect expectations from brand’s performance, and
determine the confirmation / disconfirmation process. Researchers have established
some of the key antecedents of customer satisfaction in retail to customer satisfaction
in the competitive world of business as well as the key antecedents to the formation of
overall customer satisfaction. Quality in a service organization is a measure of the extent
to which the service delivered meets the customers’ expectations. It is aptly defined as
measure of how well the service level delivered matches the customer’s expectations.
4.26 Quality Gradation: Lewis and Booms, 1983 perceived that quality lies along a
continuum. Unacceptable quality lies at one end of this continuum, while ideal quality
lies at the other end. The points in between are at different gradations of quality
(Ghobadian et al 1994). A Comparative Study of the Customer Satisfaction in Public
Banks and Private Banks with Special Reference to State Bank of India and HDFC Bank
101 4.27 Service quality measure: Measure of service quality may either be hard or soft.
Hard measures are those which are quantifiable or objective but soft measures are
qualitative, judgmental, subjective, and based on perceptual data. Soft measures of
service quality are particularly relevant to the measurement of a quality of intangible
aspects of service (Voss, 1985). Again, Gronroos (1990) describes the quality of service
as having two dimensions – a technical or outcome dimension and a functional or
process related dimension. Thus, service quality is defined from different perspectives
by different researchers due to its subjectivity and situational characteristics
Researchers suggest that service quality is positively associated with customers
satisfaction (Arasli, Katricioglu and Mehtap Smadi, 2005; Ekinci, 2003; Tsoukatos and
Rand, 2006). Companies understand that service quality will have its impact on
customer satisfaction (Kim, Lee, Han and Lee, 2002). A positive relationship between
service quality and satisfaction is well established in the literature in the banking sector
(Jamal and Naser, 2002; Sureshchandar, Rajendran and Anantharaman, 2002; Ting,
2004; Yavas, Bilgin and Shemwell, 1997). 4.28 Service quality contribute Customer
commitment Many studies have examined the relationship of service quality and
customer satisfaction (Aasli, Katircioglu and Mehtab Smadi, 2005; Lassar, Manolis and
Winsor, 2000), customer loyalty (Bloemer, Ruyter and Peeters, 1998; Ganesan, 2007),
complaint (Vanetis and Ghauri, 2004; Wezels, Ruyter and Birelen 1998; Yavas,
Benkenstein and Stuhldreier, 2004; (Yavas, Bingin and Shemwell, A Comparative Study
of the Customer Satisfaction in Public Banks and Private Banks with Special Reference to
State Bank of India and HDFC Bank 102 1997). Service quality is related to complaint
behavior (Yavas Bilgin, and Shemwell, 1997). Studies also indicate that service quality
contributes strongly to the customer commitment, which can maintain long term
customer relationship (Yavas, Benkenstein and Stuhldreier, 2004; Yavas Bingin and
Shemwell, 1997). Venetis and Ghauri (2004) indicated that service quality has a strong
and positive effect on customers’ effective commitment. A journey from private
ownership and control of commercial banks to government ownership and control, by
way of nationalization, has come in full circle in the wake of liberalization and
introduction of new players in the shape of Private Sector Banks and Foreign Banks.
Fresh induction of public, state and corporate governance in government owned banks
has brought the element of stiff competition in the environment with grater adoption of
new technologies and ideas, renewed perception of service quality, along with the high
degree of professional management and marketing concept, in the Indian Banking
system. 4.29 Service Quality gap between three banking sector: Gudep and Elango
(2006) focused on the service quality and customers’ satisfaction amongst the private,
public and foreign banks in India. A well structured questionnaire was used to collect
the views of respondents across the three banking sectors. The survey instrument
included various dimensions pertaining to the quality of customer service in terms of
banking personnel, convenient working hours, web based service, error free value
added services and efficient grievance redressal mechanism. The author used ‘factor
analysis’ (FA) and ‘the one way analysis of variance’ classification to extract the relevant
factors and analyse whether there was any significant difference with respect to service
quality between the three banking sectors. The results indicated that the foreign and
the new generation private sector banks were serving the customers A Comparative
Study of the Customer Satisfaction in Public Banks and Private Banks with Special
Reference to State Bank of India and HDFC Bank 103 better. This had larger implications
on the public sector commercial banks in India with respect to customer service delivery
aspects. By the study of the various literature reviews, the researcher found the gap
that a study can be conducted on the customer satisfaction of public and private banks
with special reference to State Bank of India and HDFC Bank and also identified the
scope of future study
CHAPTER–VI RESEARCHMETHODOLOGY
6.1 INTRODUCTION The purpose of this chapter is to describe the necessary methods
for research study, Research Methodology refers to the potential framework within
which research is conducted (Remenyl, Money,& Swartz,1998). Research in service
marketing is not only a fact- finding process but also has tremendous utility for
important decisions. Services with their inherent limitations of being intangible,
perishable and heterogeneous face the challenges and therefore research in this area is
much sought after proposition. This chapter presents how the current study was
designed, orchestrated and provides a clear and complete description of the specific
steps that were taken to address the research objective, research questions and test the
hypotheses. 6.2 TOOLS FOR DATA COLLECTION Qualitative and quantitative data are
collected from primary and secondary sources. 6.3 RESEARCH DESIGN The research
objectives and questions of the present study indicate that research design is
descriptive. In this study a deductive approach was chosen, since research started with a
literature overview. The random Sample survey method was employed for data
collection. On this basis, in Public Sector, State Bank of India and in Private Sector HDFC
Bank were selected A Comparative Study of the Customer Satisfaction in Public Banks
and Private Banks with Special Reference to State Bank of India and HDFC Bank 111 6.4
NATURE OF RESEARCH The researcher has adopted quantitative method of
investigation. For inferring the magnitude of quantitative measure, questionnaire has
been used.

HYPOTHESIS

Ho6- There is no significant difference between Expectation and Perception of Customer

of HDFC Bank in terms of Tangibility dimension. A Comparative Study of the Customer
Satisfaction in Public Banks and Private Banks with Special Reference to State Bank of
India and HDFC Bank 114 Ho7- There is no significant difference between Expectation
and Perception of Customer of HDFC Bank in terms of Reliability dimension Ho8- There
is no significant difference between Expectation and Perception of Customer of HDFC
Bank in terms of Responsiveness dimension Ho9- There is no significant difference
between Expectation and Perception of Customer of HDFC Bank in terms of Assurance
dimension H10- There is no significant difference between Expectation and Perception
of Customer of HDFC Bank in terms of Empathy dimension
6.7 SAMPLING PLAN:
6.7.1 Population- It includes all types of account holders belonging to Indore region
and whose accounts have been opened before six months.

6.7.2 Sampling Element- The sampling element of defined population is account

holders of Indore region.

6.7.3 Sampling Unit: The data were collected by visiting various branches of State
Bank of India and HDFC Bank situated in Indore region, place of various ATMs of both
the Banks situated in Indore region, homes or offices of account holders of both the
banks.

6.7.4 Sampling Method: The Non-Probability Convenience Sampling method was

used.

6.7.5 Sample Size: Both the banks have a large customer base in Indore. The
universe was the total customer base of Indore region of State Bank of A Comparative
Study of the Customer Satisfaction in Public Banks and Private Banks with Special
Reference to State Bank of India and HDFC Bank 115 India and HDFC Bank. A sample of
300 respondents was selected with the help of random sampling method. Out of it 150
samples were collected from the Customers of State Bank of India and 150 from the
Customers of HDFC Bank. The respondents belonged to different age groups ranging
from 18-60 years. They belonged to different Socio economic classes and their income
ranged up to 2,50,000 to more than 7,50,000 rupees per annum. The respondents
hailed from different walks of life like business, profession, service, housewives,
students, pensioners etc. The respondents belonged to all branches of State Bank of
India and HDFC Bank of Indore region. 6.8 DATA COLLECTION: The data for the present
study were personally collected by the researcher. The researcher has used structured
instrument for primary data collection. The questionnaire was used because they have
items designed to elicit the information on the research interest and they have protocol
for recording the responses. The questionnaire was simple, easily comprehensible and
consisted of both open and closed ended questions.

6.9 THE DATA COLLECTION TOOLS: The questionnaire and the scale were introduced to
the Customer assuring them that the data collected/information provided by them
would be kept strictly confidential and will be used for the research purposes only. A
brief introduction of the research is provided in the beginning, the tools were made up
of three parts. Section I and II were the SERVQUAL (scale). Section III was demographic
information. The demographics are intentionally placed at last to maintain the interest
of the respondents. The scales used were SERVQUAL-7 point Likert scale type 2.
Questionnaire was separately typed both in English A Comparative Study of the
Customer Satisfaction in Public Banks and Private Banks with Special Reference to State
Bank of India and HDFC Bank 116 and Hindi fonts presented to respondents in an
arranged manner. Pre-tested SERVQUAL scale of Parasuraman, Zithmal and Berry was
used.

6.9.1 DESCRIPTION OF DATA COLLECTION TOOL: SERVQUAL (Parasuraman, Zithmal and

Berry)- The construct of quality as measured by this scale involves perceived quality (as
opposed to objective quality). Perceived quality is the consumer’s judgment of an
entity’s overall excellence or superiority, similar to an overall attitude. Perceived Service
quality is defined as the degree and direction of discrepancy between consumers’
Perception and Expectation (Parasuraman, Zeithmal, and Berry 1986 The scale is
comprised of two matched sets of 22 items, each describing Expectation for a particular
service category and then perception of a particular service provider. Both sets of items
are operationalised using seven-place bipolar scales labelled “Strongly Agree” (7) to
“Strongly Disagree” (1). Furthermore, five factors comprise two sub classes: Tangibility,
Reliability, Responsiveness, Assurance and Empathy dimension. The ensuring scale was
developed to contain items appropriate for the multiple service categories used in the
construction of the present scale. “Therefore, while SERVQUAL can be used in its
present form to assess and compare quality across a wide variety of firms, appropriate
adaptation of the instrument may be desirable when only a single service is
investigated” (Parasuraman et al.1988,pp27-29) To represent service quality Ninety
seven items were originally developed to represent 10 dimension of service quality.
Each was cast as an expectation and a perception statement. These test resulted in a
reduced set of 56 items after A Comparative Study of the Customer Satisfaction in Public
Banks and Private Banks with Special Reference to State Bank of India and HDFC Bank
117 deleting those statements with low corrected item. Further reduction in the
number if items and a revision in the dimensionality of the anticipated scale i.e. 36 items
reflecting 7 dimensions A series of mean score are provided in the publication by
parasuraman et.al.(1988) for the combined and across three categories of banking firms
(i.e. excellent, good, and poor), the corresponding mean scores were -0.22,-0.92, and -
1.61 respectively.

6.9.2 Pilot study A pilot test is conducted on a very small sample in order to determine
whether the questionnaire and the scales are easily understood and responded by the
customer of State Bank of India and HDFC Bank. The questionnaire and the scale were
introduced to the Customer assuring them 6.9.3 Tools used for Data Analysis: After
collecting the data process of analysis begins The SERVQUAL scale was classified,
tabulated, analyzed and interpreted. 6.10 RELIABILITY OF DATA To check the Reliability
of the data, Chronbach’s alpha test was performed by using SPSS, 16 Software.

6.11 NORMALITY OF DATA Normality of data has been checked by applied Normal P-P
Plot method performed by using SPSS-16 Software. A Comparative Study of the
Customer Satisfaction in Public Banks and Private Banks with Special Reference to State
Bank of India and HDFC Bank 118 6.12 VALIDITY OF DATA To check overall structure of
the questionnaires’ and qualitative assessment, factor analysis was conducted by
applying Kaiser-Meyer-Olkin of sampling Adequacy (KMO) and Bartlett’s test of
Sphericity by using SPSS-16 Software. The Eigen value has been computed through sum
of squares of individual component score. 6.13. INTERPRETATION AND VALIDATION OF
DATA In order to analyse the hypothesis Paired Sample t-test, which computes the
difference between customer Expectation and Perception was applied. It was also
carried out by using the SPSS-16, Software (Statistical Package for Social Sciences).
6.13.1 Gap score Analysis and Interpretation: To check the results of Paired Sample-t
test, Gap score with regards to each dimension was also computed. Gap score has been
analyzed for Expectation and Perception sections of questionnaires’ of Customer of
state Bank of India and HDFC Bank to find out the weak areas where more attention is
required. If difference between Mean Expectation to perception is more than 0.35 (5%)
in positive side, it represent high dissatisfaction and in negative side it represent high
satisfaction of Customer. There may be a small difference between the Gap Score Mean
and Paired Sample t-test mean of the data. This difference is negligible.