• M.YUVARAJ
• Dr.G.RAJENDIRAN

Service quality is an essential marketing tool for every service provider to catch hold of the customers as well as to retain them forever. The main aim of service quality is to meet all the customer’s expectations and offered them high satisfaction to create loyalty among their psychology. Especially in banking industry customers expect quick and efficient services to electronic media as well as direct services in the back premises. The significant difference among the perception of bank customers regarding the service quality are arises when there is a lagging behind of services and poor strategy cup approach of banks. In banking industry services becomes an important component to meet the sustainable competition between public and private sector banks . In most of the cases service quality can be judged by the service receivers and also reduce the quantification whether the services offered to them meet out the expectation of the customers or not. Most of the customers of banks expect reliable service from the banks with full transparency and also the expect hundred percent assurance from the banks that all their data are kept confidential. At the same time the bank customers also expect the bank ambience and other infrastructural facilities within the premises. The bank officials are expected to have small interpersonal relationships to retain their customers and to have best management of customer relationships. Customers need a personalized to service within a very short span of time. The customers can be segmented with respect to their perception towards five important service quality dimensions in the backdrop of back services. The present study completely deals with measurement of different segmentations that prevails among the bank customers.

Service Quality, Perception.

"SERVICE QUALITY PERCEPTION AND CUSTOMER SEGMENTATION – A STUDY WITH REFERENCE TO BANK CUSTOMERS IN CHENNAI CITY.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.317-324, June 2019, Available :http://www.jetir.org/papers/JETIR1906K37.pdf

"SERVICE QUALITY PERCEPTION AND CUSTOMER SEGMENTATION – A STUDY WITH REFERENCE TO BANK CUSTOMERS IN CHENNAI CITY.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp317-324, June 2019, Available at : http://www.jetir.org/papers/JETIR1906K37.pdf