Understanding Customer Loyalty in Indian Banking Services: Service Quality Variables in Hybrid Service Delivery Scenario

Ganguli, Shirshendu (2016) Understanding Customer Loyalty in Indian Banking Services: Service Quality Variables in Hybrid Service Delivery Scenario. TAPMI, Manipal, Manipal.

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Abstract

This research seeks to empirically evaluate the influence of the underpinnings of service quality on the loyalty of bank-customer relationship in the Indian banking sector. For quality, it has been considered that service is delivered in a hybrid scenario i.e. the service is delivered using both technology and human channels. Purpose of this study is to find how service quality discriminates between the loyal and disloyal customers. A survey of Indian bank customers using both modes of service delivery was conducted. The data were factor-analysed to determine the key dimensions of hybrid service quality. The resulting dimensions were applied in the subsequent discriminant analysis conducted to determine which factors discriminate between customers on the basis of perceived bankcustomer loyalty relationship. The results show eight dimensions of service quality, viz. Employee Competence (EC), Call-Centre Customer Service (CCS), Technology Reliability (TR), Technology Convenience (TC), Tangibles (TAN), Price (PRI), Technology Information Usage (TIU) and Subscription Ease (SE). Discriminant analysis results show that all the service quality dimensions discriminate between the loyal customers and customers who are not loyal, i.e. perceived quality is discriminating the loyalty relationship of the bank customers. However the quality dimensions which discriminates most are EC, CS and TC, in that order while the least effect is that of Tangibles.

Item Type:	TAPMI Working Papers
Uncontrolled Keywords:	Customer Loyalty-Indian Banking Services; Service Quality Variables- Indian banks; Hybrid Service Delivery- banks
Subjects:	Finance > Banking Services Marketing > Services
Divisions:	Marketing Management
Depositing User:	Ms. Vanitha K
Date Deposited:	29 Oct 2018 09:31
Last Modified:	29 Oct 2018 09:31
URI:	http://tapmi.informaticsglobal.com/id/eprint/222

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