• Jaynal Uddin Ahmed
• Mehbooba Sultana
• Ditalak Mpanme

The service quality has become one of the most popular areas of academic research in the present-day competition. The prime aim of this paper is to examine the factors influencing the service quality of banks and identify the most important factors responsible for the overall satisfaction and perception of the customers particularly private sector commercial banks operating in Goalpara District of Assam. The research design consists of exploratory in nature whereby different factors influencing various service quality variables in the banking sector have been selected from the literature review and tested on a sample size of 200 customers having at least an account in the banks and regularly operating the same. The selection of variables was based on the dimensions of the SERVQUAL model. Factor analysis technique have been utilised to find out the most relevant factors responsible for achieving overall satisfaction of customers. The analysis of the factors found that banking infrastructure is the main factor influencing the quality of services offered by banks followed by reputation and morality factor and openness factor. Hence, these may be considered as a focus area to stretch more preference to improve the service quality and thereby enhance the relationship building with customers. These would eventually lead to customer satisfaction, commitment and loyalty in their business. It is also recommended that effective measures for better service quality for appropriate customer relationship management is the need of the hour for acquiring new customers and retaining existing customers to create superior value for the banks and their customers.

"A Study on the Factors Influencing the Service Quality of Private Sector Commercial Banks in India", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 10, page no.e24-e32, October-2022, Available :http://www.jetir.org/papers/JETIR2210405.pdf

"A Study on the Factors Influencing the Service Quality of Private Sector Commercial Banks in India", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 10, page no. ppe24-e32, October-2022, Available at : http://www.jetir.org/papers/JETIR2210405.pdf