The population in Kerala is highly depended on cooperative institutions to meet their financial requirements. There are 1647 Primary Agricultural Credit Societies making Co-operative institutions well rooted and share 30% of bank branches, deposits and loans. These institutions are playing a key role in the social and economic development of the state. Quality of services became a key differentiation factor due to the highly competitive environment, globalization and increase in customer choices. This is even more critical for banking and financial services providers and has become an essential element for profitability and survival.
Index Terms: Service Quality, SERVQUAL Model, Customer Satisfaction.