Banking sector in India like many other sectors has been experiencing a rapidly changing market, new and modern technologies, economic uncertainties, more demanding customer services and above all fierce competition, that have presented an unpredictable set of challenges for them. The continuous entry of private and foreign banks into Indian banking industry has distorted the regulated banking environment to a liberalized and highly competitive one. In order to stay ahead of the competitors, it is essential for the bank to keep their customers happy and contented. There is also need to understand the market, know the background of customers and realize the characteristics of the competitors in order to retain the existing customers and allure the new ones as well. Banks also have to devise suitable systems and mechanisms to satisfy the needs and expectations of various segments of customers for their survival. The paper makes an attempt to compare the level of customer satisfaction about select dimensions of service quality in the branches of United Bank of India operating in Cachar district of Assam across the different age groups of the customers. The paper entails in it the analysis and interpretation of data collected from customers and presentation of the concerned data, which is based on select service quality dimensions. The responses obtained from two hundred seventy (270) customers of ten (10) sample branches of UBI operating in Cachar district of Assam have initially been categorized on the basis of their different age groups and presented in the tabular form followed by the requisite analysis so as to arrive at the findings of the study.

KEYWORDS: Reliability, Responsiveness, Tangibility, Care, Banking Environment.