Defining And Measuring the Effect Of Service Quality In Selection Of A Mutual Fund In Indian Context | Rajesh Kothari & Narendra Sharma

Mutual funds are those kinds of services which have heterogeneity at maximum level. For example Reliance mutual fund has almost same tax planning features as Birla sun life mutual fund. So perceiving service quality becomes more tiresome task for customer in this industry. In present paper we have explored Parasuraman’ 5 dimensions of service quality for mutual funds in India. By doing some statistical analysis we identified that high familiarity of corporate brand in mutual fund industry in India is more influential than any other factor. So advertising for increasing this awareness can help in better recall and then in adding value towards perceived service quality for mutual funds in India.