Effect of Reliability Variables on Customer Perception Over the Services of Bank

Abstract

The aim of the study is to examine the effect of Reliability variables on customer perception over the services of ICICI Bank Branches in Nagapattinam District. ICICI Bank has delivered its functions through eight branches located in rural and Semi-urban area of Nagapattinam district. Hence the proportionate stratified random sampling was used for selecting the sample respondents from all these eight ICICI bank branches. It has been determined that the optimal sample size for a population of 39,416, a level of confidence at 95%, and a margin of error at 5% would be 380.  The result of the study revealed that among the five reliability variables of banking services which used to predict the impact on overall customer perception over the banking services, ATM Facility and Arrangement are creates a significant impact on customer perception regarding banking services. However, the remaining Reliability variables, Appearance of the Bank, Appearance of Bank Physical facilities, Appearance of Waiting area and Security arrangement, were not made any significant impact on overall customer perception.