IMPACT OF SERVICE QUALITY AND CUSTOMER SATISFACTION AND CUSTOMER LOYALTY WITH COOPERATIVE BANKS IN SURAT DISTRICT (KEY IJP************764)

• Prince Chotelal Shah,Dr. Vivek Ayre

Abstract

This research explores the interplay between service quality, customer satisfaction, and loyalty in cooperative banks, with a focus on Surat District, utilizing a sample size of 114 respondents. Through a mixed-method approach, primary data was collected via structured surveys and secondary data from bank reports and other sources. Statistical tools like ChiSquare and Mann-Whitney U tests were used to analyze service quality dimensions, including reliability, responsiveness, tangibility, assurance, and empathy. The findings highlight that superior service quality significantly enhances customer satisfaction, which in turn fosters loyalty. Key insights include the critical role of timely service, professional staff, and accessible facilities, alongside the need to address technical issues and trust in data security. The study emphasizes actionable strategies for cooperative banks to improve customer experiences and sustain competitiveness in the evolving banking sector.