The ever-evolving behaviour of customers has compelled banks and financial institutions to clo sely examine their service quality. Providing quality service not only ensures competitiveness but also optimizes customer satisfaction levels. This paper investigates the impact of service
quality dimensions on customer satisfaction. Specifically, it examines the influence of
tangibility, responsiveness, reliability, assurance, and empathy on customer satisfaction in the banks of Jaipur. A sample of 120 account holders was randomly selected from ICICI Bank and SBI B representing the private and public banking sectors, respectively. The data were analyzed uing SPSS, employing descriptive statistics, factor analysis to , correlation and regression analysi evaluate the impact of the SERVQUAL model on satisfaction. The findings indicate that empathy and Tangibility has the most significant influence on customer satisfaction..
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