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Influence of Demography on Service Empathy Perception- A Study of State Bank of India

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For the development of effective banking service programmes, proper understanding of customers needs is very necessary. Banking being a high contact service requires more employees-customers interactions. These interactions become the determinants of perceived service quality. The customers may need personal attention, more convenient operating hours and sometimes their best interests in the hearts of bank service providers. The bank customers may have specific needs varying according to their demography. This paper is an attempt to explore whether the customers of big nationalized banks need customized solutions for their demography specific needs for service empathy perception.. State Bank of India is chosen for this study as this bank has a large customer base with varied demographic profiles. 

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