Customer Service Quality in the E-Banking Environment: A Case Study of State Bank of India Branches in Muzaffarpur District
Keywords:
e-banking, service quality, SERVQUAL, customer satisfaction, State Bank of India, Muzaffarpur, SPSSAbstract
Electronic banking (e-banking) has become the primary interface through which commercial banks in India engage with their customers, and the quality of e-banking services increasingly determines customer satisfaction, retention, and loyalty. This study examines customer perceptions of service quality in the e-banking environment offered by State Bank of India (SBI) branches in Muzaffarpur district, Bihar, using a modified SERVQUAL framework comprising five dimensions: reliability, responsiveness, assurance, empathy, and tangibility. Primary data were collected from 150 SBI e-banking customers through a structured, five-point Likert-scale questionnaire and analysed using SPSS software. Descriptive statistics, Cronbach's alpha reliability testing, Pearson correlation, multiple regression, and independent samples t-test/ANOVA were employed to examine the relationship between service quality dimensions and customer satisfaction and to test differences across demographic groups. The results indicate that all five SERVQUAL dimensions are positively and significantly correlated with customer satisfaction, with reliability and responsiveness emerging as the strongest predictors in the regression model, which explained approximately 55 percent of the variance in customer satisfaction. No statistically significant difference in satisfaction was found across gender, whereas age groups showed a statistically significant difference. The study concludes that SBI branches in Muzaffarpur have achieved a moderate-to-high level of customer satisfaction with e-banking services, although gaps remain in responsiveness, grievance redressal, and personalised attention. Practical recommendations for improving e-banking service delivery in the semi-urban and rural markets of Bihar are offered for bank management and policymakers.
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