In the era of highly competitive and vibrant business environment, surviving in the market has become a key challenge for banking organization. Service quality has become a significant differentiator in the banking sector keeping in mind the ever changing business environment. In fact, service quality is the most powerful competitive weapon which a banking organization is expected to possess not only to retain its existing customers but also to lure the segments of potential customers as well.  The present study is an attempt to analyze the perception of customers regarding service quality in private sector banks operating in Karimganj town of Assam. In this pursuit, the study has adapted SERVPERF scale, keeping in view the locale of the study, to assess the service quality of three private sector banks by procuring perception of 120 bank customers through a field survey.

The study concluded that perception of customers of all the three private sector banks towards all the five dimensions of service quality is positive. However, reliability dimension of service quality earns the most positive perception of customers, which is followed by assurance, empathy, responsiveness and tangibility dimension of service quality.

KEY WORDS: Tangibility, Reliability, Responsiveness, Empathy, Assurance