CUSTOMER SATISFACTION AND SERVICE DELIVERY IN RURAL CO-OPERATIVE BANKING: AN EMPIRICAL STUDY

Service quality is a critical determinant of customer satisfaction, particularly in service-oriented industries like banking. This study investigates the relationship between service quality dimensions and customer satisfaction in the context of Primary Agricultural Co-operative Banks. Utilizing a systematic random sampling method, data were collected from 440 customers of the Cuddalore Primary Agricultural Co-operative Bank. Empirical results demonstrate that service quality significantly influences customer satisfaction, with empathy emerging as the most influential predictor among the SERVQUAL dimensions. These findings emphasize the need for banks to prioritize empathetic service delivery to enhance customer satisfaction and loyalty.