CUSTOMER’S PERCEPTION ON SERVICE QUALITY IN BANKS. - A CASE OF BHUTAN

The purpose of this paper is to evaluate the service quality in retail banking in the least developed countries like Bhutan . This is an analytical study based mainly on the primary data collected through structured questionnaire. The questionnaire has been personally administered on a sample size of 262, chosen from four banks in Bhutan in Central district of Thimphu (Thimphu City) and southern District of Chukha (Pheounsoling). The result indicates that customers' perception has reached on highest in the Prompt and accuracy in transactions of the bank and lowest in the service of modern equipment and decor. Due to the increasing competition in retail banking, customer service is a crucial part of Banks integrated strategy and bank must give their due attention to the customers' perception about service quality. The researcher is studying the relationship between service quality and customer satisfaction.