Abstract
The focus on customer-centric marketing philosophies has received significant
attention in the marketing literature by both scholars and practitioners. Practitioners and
Scholars are increasingly looking for ways to understand, retain, attract and build intimate
long term relationship with profitable customers Kotler (2006), Gronroos (1994).
This research is an empirical study where primary data has been collected through a
scale of Parasuraman, Zeithml, and berry 1986, 1988). The scale has been administered on
101 customers each of Private Banks and Private Insurer, chosen on a convenient basis. The
purpose of this paper is to evaluate the service quality of Private Banks and Insurance
companies, based on different levels of customers’ perception regarding service quality with
respect to Tangibles, Reliability, Responsiveness, Assurance and Empathy.