• Dr MVK. SRINIVASA RAO

The Banking Institutions play a vital role in the Economic Development of the country and provide liquidity on demand to the depositors through the deposit accounts and extend credit as well as liquidity to borrowers through lines of credit. In Modern society, the Electronic (E) - SERVQUAL delivers all interactive services via the Internet, and the use of advanced Information & Communication Technology. It is provided via a mobile phone, and the Internet and enables banks and other organizations to exceed the expectations of customers, and go beyond traditional consumer service. The current Modern and highly digital banking culture have created a lot of challenges for banking organizations to align with digital technological advancements and service quality parameters to draw out maximum Customer satisfaction in the competitive environment. Under this backdrop, an attempt is made to study the Customer Perception of the Modern (M)-SERVQUAL of Banking Organization in Visakhapatnam, Andhra Pradesh, India. For this purpose, the quantitative study design approach has been adopted with a questionnaire of 22 items for 5 factors. The target population included current customers of Commercial banks in Visakhapatnam, AP, India. In the present study, the questionnaire has a total of 22 items, and the sample size is determined to be 220 the data generated from 220 customers of various public and private sector banking organizations have been analyzed with the help of SPSS 25. The study results have revealed that there is significance in the M- SERVQUAL Variables taken for the study. There is also an impact of these M-SERVQUAL variable dimensions identified from the study on the Improvement of customer satisfaction and loyalty.

Modern Banking SERQUAL Dimensions, E- SERVQUAL, Effective Mobile Banking, Quality, Security and Reception, Attending Problems

"“CUSTOMER PERCEPTION ON THE MODERN (M)-SERVQUAL OF BANKING ORGANIZATIONS: A STUDY IN VISAKHAPATNAM, ANDHARA PRADESH, INDIA”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 4, page no.d812-d826, April-2022, Available :http://www.jetir.org/papers/JETIR2204396.pdf

"“CUSTOMER PERCEPTION ON THE MODERN (M)-SERVQUAL OF BANKING ORGANIZATIONS: A STUDY IN VISAKHAPATNAM, ANDHARA PRADESH, INDIA”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 4, page no. ppd812-d826, April-2022, Available at : http://www.jetir.org/papers/JETIR2204396.pdf