• Sandhya M
• .Dr. Vijaya G. S.
• Divya Prabhu P.,

Digital technology and changing customer tastes have transformed banking, emphasising service quality, especially in rural areas where financial services are limited and specific demands are satisfied. Tangibles, Reliability, Responsiveness, Assurance, and Empathy are used to measure Service Quality and suggest areas for improvement in the SERVQUAL paradigm. This research article discusses rural India's banking service quality and offers studies, components, and solutions. The study examines the impact of rural banking services on customer retention, focusing on reliability, tangibility, assurance, empathy, and responsiveness and suggested actionable recommendations. It provides policy recommendations for leveraging technology and analyzes data from 625 respondents, using descriptive and inferential statistics, cross-tabulations, and chi-square tests. Service Quality improves client happiness and loyalty; therefore, banks with high-quality services retain customers. Indian banks cannot differentiate their products and services since the RBI controls them. Expanding into rural areas and boosting market share may set them apart. Financial institutions must explore alternate business models and understand rural client needs to improve rural banking services. These needs can be met with ultra tiny branches, branch in a box, ATMs, and BC-Banking correspondent models. The paper also further examines if reliability, tangibility, assurance, empathy, and responsiveness improve rural client retention. Simplifying procedures and policies, utilising technology, encouraging relationship management-focused service, addressing safety issues, and focusing on human-culture-process strategies are practical solutions for banks, government, and customers that are highlighted in this research work.

loyalty, retention, rural, service quality, satisfaction, tangibles

"An Exploration of Satisfaction on Five- Dimensions of ServQual on Rural Banking Customers", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 10, page no.798-815, October-2018, Available :http://www.jetir.org/papers/JETIR1810B64.pdf

"An Exploration of Satisfaction on Five- Dimensions of ServQual on Rural Banking Customers", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 10, page no. pp798-815, October-2018, Available at : http://www.jetir.org/papers/JETIR1810B64.pdf