International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Impact of Banking Innovative Service on Customer Satisfaction: A Study on Manipur Rural Bank

Author(s) Ms. Laishram Tarunbala Devi, Dr. Ayekpam Victoria Chanu
Country India
Abstract Abstract
Purpose: The purpose of this study is to examine customer response towards the key service attributes like reliability, responsiveness, tangible infrastructure, and assurance and employee empathy of Manipur Rural Bank.
Methodology Approach: Twelve branches of Manipur Rural Bank were selected; seven branches were in Imphal West and five in Imphal East. The total number of customers sampled was 360, out of which 200 were customers of Imphal West and 160 customers from Imphal East. Data were collected by a self-administered questionnaire. The SERVQUAL model was the guiding force for the analysis which has also been used together with exploratory factor analysis, correlation and regression in the evaluation of customer satisfaction.
Findings - The results found that reliability, tangible infrastructure and empathy have a significant and positive effect on customer satisfaction. In comparison, assurance and responsiveness played little role. The study also helps to highlight some customers are remote, illiterate and unaware.
Research limitations/implications - The results obtained are specific to Manipur Rural Bank and may not generalise to other banks.
Originality/value - The research made by considering demographic, topographic and infrastructural factors (roads, transportation and branch locations) of hill districts, bank management should take revised model to know the demand of the customers at the grassroots level and then make supply-specific service and strategy.
Keywords Customer satisfaction, quality of service, Manipur Rural Bank
Field Business Administration
Published In Volume 8, Issue 1, January-February 2026
Published On 2026-02-20
DOI https://doi.org/10.36948/ijfmr.2026.v08i01.68859
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