INFLUENCE OF SERVICE QUALITY ON BANKING CUSTOMERS’ BEHAVIOURAL INTENTIONS

Abstract

Investigating the influence of SERVQUAL variables on multidimensional model of customers’ behavioral intentions should help to measure, control and improve customer perception of service quality by public banks. Hence, this relational impact should be a central concern for public retail bank managers as well as for service management academics and practitioners. Purposive sampling technique is used to select the respondents from two major public banks of Tirchirappalli city of Tamilnadu, India. Univariate analysis is used to analyze the demographic and rational variables. The service quality variables of tangibility, responsiveness and empathy dimensions play an important role in predicting Customer behavioral intention which is identified using multiple regression analysis. Specific managerial implications and recommendations also presented in this study.