Understanding Customer Expectations and Perceived Service Value: A Conceptual Study in Banking
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Understanding Customer Expectations and Perceived Service Value: A Conceptual Study in Banking
1M. Akila & 2Dr. K. Ramesh
1PhD Research Scholar, Department of Commerce, Marudhu Pandiyar College Arts and Science – Affiliated to Bharathidasan University
2Assistant Professor and Research Advisor, Department of Commerce, Marudhu Pandiyar College Arts and Science – Affiliated to Bharathidasan University
Abstract: The banking industry has undergone a paradigm shift from transaction-based operations to relationship-driven service delivery, making customer expectations and perceived service value central to competitive success. This conceptual paper explores the theoretical underpinnings of customer expectations and perceived service value within the banking context. Drawing from established models such as SERVQUAL and Expectation–Disconfirmation Theory, the study synthesizes literature to identify the dimensions influencing customers’ perceptions of service quality, value, trust and satisfaction. It further highlights how expectation management and value perception jointly shape customer trust, loyalty, and long-term relationships with banks. The paper proposes a conceptual framework linking service quality attributes, expectation levels, perceived value, customer satisfaction and trust offering theoretical insights for future empirical validation and managerial applications in banking environments.
Keywords: Customer Expectations, Perceived Service Value, Service Quality, Customer Satisfaction
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