Calidad Satisfaccion Paper 2021 2

The Relationship among Antecedents of
Service Quality, Overall Service Quality and

Customer Satisfaction in Bank Services
1
Dr. Tohid Kachwala
Prof Pradeep Pai2
3
Dr. Aditya Bali
4
Dr. Chandan Dasgupta
Acknowledgement
The authors acknowledge the timely suggestions and questionnaire) was carried out for regular bank
comments of Dr. Gurumurthy Kalyanaram and his customers. Regression Modelling (using IBM SPSS) was
editorial / reviewer team which undoubtedly has used for investigating the relationship between the
improved the quality of the manuscript. We have latent constructs of the antecedents of service quality,
attempted to incorporate all the suggestions in this overall service quality and customer satisfaction. The
revised manuscript. study identified five antecedents (Tangibles,
Re l i a b i l i t y, A s s u ra n c e , E m p at hy a n d S o c i a l
Abstract Responsibility) of overall service quality. The study also
This research study is an attempt to investigate the established that overall service quality influences
relationship between quality of service and customer customer satisfaction in bank services. Correlation
satisfaction. The study uses secondary data from a results indicate a positive correlation between the
survey of bank customers. Based on extensive overall service quality and customer satisfaction.
literature survey, a theoretical model is proposed to
relate the antecedents of service quality, overall Keywords: Services Quality, Tangibles, Reliability,
service quality and customer satisfaction. Using Assurance, Empathy, Social Responsibility, SERVQUAL,
convenience sampling, a survey (with a well-defined Customer Satisfaction
¹ Professor – Operations Management & Decision Science, SBM, NMIMS University, India
² Associate Professor – Operations Management & Decision Science, SBM, NMIMS University, India
³ PHD, Banking Professional, Mumbai, Maharashtra, India
⁴ Professor – Finance, SBM, NMIMS University, India
ISSN: 0971-1023 | NMIMS Management Review The Relationship among Antecedents of Service Quality,
132 Volume XXIX | Issue 1 | January 2021 Overall Service Quality and Customer Satisfaction in Bank Services
Introduction SERVQUAL dimensions as: Tangibles (appearance),
The Indian banking industry is today at crossroads. It is Reliability (delivering promised output),
trying to make the transition from the era of socialist Responsiveness (providing prompt service), Assurance
rhetoric to the era of the marketing mantra. The Indian (inspiring trust and confidence), and Empathy
banking industry was trailing its peers in developed (personalized attention). G. S. Sureshchandar et al.
countries in terms of service quality. The main reason (2001), while assessing service quality for banks,
behind the revolution in the Indian banking industry postulated the importance of service delivery and core
can be attributed to technology. From standing for service. Customers are largely influenced by the
hours in a queue to withdraw paltry sums, we have quality of core services. The core dimension
reached a stage where we hardly need to know where represents outcome of services. Social responsibility
our bank is located. Commercial banks—faced with helps an organization lead as a corporate citizen in
the pressures of globalization, competition from non- encouraging ethical behaviour in everything it does.
banking financial institutions and volatile market Barbara et al. (2010), while exploring service quality in
dynamics—are constantly seeking new ways to add retail banks, suggested that all the Servqual
value to their services. dimensions influence customer satisfaction. A study of
consumers of commercial banks in United Arab
Banking processes are intangible, and hence, complex Emirates revealed three dimensions of service quality:
to measure. The quality of the interactions that bank human skills, tangibles and empathy. Criteria
te l l e rs , re l at i o n s h i p m a n a ge rs , i nve st m e nt stipulated by the Malcolm Baldrige National Quality
consultants, etc. have with customers can rarely be Award underline the importance of Corporate Social
standardized to ensure uniformity. Banks that provide Responsibility (CSR). Processes, procedures, systems
poor quality service will find it difficult to survive. and technology make service a seamlessness
Service processes involve customers on real time basis experience. Standardized, modernized and basic
and in the event of default, corrective actions are services without any disturbances, glitches or
costly and difficult. If something goes wrong during an undesired questioning are desired by service
online banking transaction, the service quality is providers. 'Ease of doing business with…' is an
adversely affected as the transaction cannot be important reason for selection of a service provider.
performed all over again. Many errors in service Various service quality models can be found in the
operations are one-offs; for example, the officer who literature. In the current paper, the eight antecedents
makes an error creates a technical problem that can of service quality used for overall service quality are:
neither be foreseen nor corrected ahead to time. Tangibles, Reliability, Responsiveness, Assurance,
Interestingly, such mistakes often can be used to Empathy, Service Product, Social Responsibility and
create customer satisfaction by recovering the Service Delivery as postulated by G.S. Sureshchandar
situation in an efficient manner. Since the customer is et al. (Service Quality Eight Dimensions were
central to service quality, service quality will always referenced in the Ph.D. thesis of the first Author
have a positive impact on customer satisfaction. Kachwala (2006) and his subsequent research papers).
Service providers must offer a high level of service
quality since it's normally considered an antecedent to Overall Service Quality
customer satisfaction. Some studies have defined overall service quality as
another way to measure service quality. According to
Literature Review this school of thought, the SERVQUAL dimensions are
not antecedents of service quality. Rentz et al. (1996)
Antecedents of Service Quality
contended that Parasuraman et al.'s (1998) method of
In the book “Delivering Quality Service”, the authors
measuring the five dimensions does not capture
Parasuraman et al. (1990) postulated the five
Volume XXIX | Issue 1 | January 2021 Overall Service Quality and Customer Satisfaction in Bank Services
133
customers' overall evaluation of service quality, which is an existing discrepancy between the emerging
is possible using a separate multi-item construct. emotion and expectation, and such an expectation is a
Dabholkara et al. (2000) contended that the consumer's feeling anticipated and accumulated from
dimensions of service quality act as antecedents to his or her previous purchases”. Boeselie et al. cited in
overall evaluations of service quality. Govind (2017) Bakti et al. (2013) defined customer satisfaction as “a
contended that customer orientation is an important positive, effective state resulting from the appraisal of
determinant of service quality. Several other all aspects of a party's working relationship with
researchers used similar items to measure overall another”. Customer satisfaction is “the customers'
service quality. In the current paper, the items of evaluation of a product or service in terms of whether
overall service quality, namely, excellent overall that product or service has met their needs and
service, service of a very high quality, a high standard expectations”. Customer satisfaction is a customer's
of service and superior service in every way, were perception of fulfilment of needs and expectations.
mainly based on service quality literature by Jones and Sasser (2009) stated that “achieving
Dabholkara et al. (2000). customer satisfaction is the main goal for most service
firms today”. Gurumurthy (2016), while emphasising
Customer Satisfaction the research on the effect of brands on non-marketing
Mixed findings have been reported on the direction of areas, stated that employees are critical to customer
relationship between service quality and customer satisfaction. Increasing customer satisfaction has
satisfaction. Amit Bhadra (2019) developed a shown to directly affect companies' market share,
relationship between customer satisfaction and w h i c h l e a d s t o i m p ro v e d p ro f i t s , p o s i t i v e
customer loyalty. Rakesh Kumar (2017) stated that recommendation, lower marketing expenditures
attitude is considered to be highly correlated with (Heskett, 2002) and greatly impacts the corporate
one's intentions, which, in turn, is a reasonable image and survival. Zeithaml (2002) defined
predictor of customer behaviour and customer satisfaction as the customers' evaluation of a product
satisfaction; this is stated as “a feeling which results or service in terms of whether the product or service
from a process of evaluating what has been received has met their needs and expectations. Levesque et al.
against what was expected, including the purchase (1996), based on a study in retail banking, reported
decision itself and the needs and wants associated that service quality is an important driver of customer
with the purchase”. Most authors have reported that satisfaction. Other scholars define customer
service quality determines customer satisfaction. satisfaction according to two levels of aggregation:
While service quality is an attitude relating to first, as a transaction-specific assessment—an
superiority of service, customer satisfaction is related emotional reaction following a disconfirmation
to a specific transaction. Customer satisfaction is a experience, and second, as an overall assessment with
comparison of what actually happened in a service the organization based on all encounters and
interaction with what a customer predicted was to experiences with that particular organization (Mary Jo
happen. Clemes et al. (Michael D. Clemes, 2008) Bitner, 1997). In the current paper, four items of
related the concept to customer satisfaction and the customer satisfaction, namely, happy experiences,
results supported the relationship between service satisfied with the quality, satisfied with the overall
quality and customer satisfaction. Similar to service services and performance is 'beyond expectation' are
quality, customer satisfaction has also dominated determined based on the scales of Srinivasan et al.
service-related literature (Bei & Chiao., 2001). There (2003).
are divergent definitions on customer satisfaction. For
instance, Oliver et al. (Oliver, 1981) defined customer
satisfaction as “a total psychological state when there
Overall Service Quality and Customer Satisfaction satisfaction for banks is not available in the Indian
Joseph et al. (1992) reported that service quality is a context to the best of our knowledge.
determinant or an antecedent of customer
satisfaction, because service quality is an effect of the Research Objective
services from service providers in an organization. The current research paper attempts to establish the
Gurumurthy et al. (2016) argued in favour of quantity inter-relationship between the antecedents of service
reduction to price increase to avoid customer quality, overall service quality and customer
attention. Allada (2014) identified a number of service satisfaction for bank services in Mumbai. The following
determinants like convenience, responsiveness, are the two research questions (Figure 1):
accessibility, confidentiality of information, 1. Is there a relationship between the antecedents of
technological upgrade, etc. The association of service service quality and customers' perception of
quality with customer satisfaction is well established in overall service quality?
the academic literature. Peter (1994) and Yazdi, A.K. 2. Is there a positive and significant influence of
(2015) stated that customer satisfaction is overall service quality on customer satisfaction?
proportional to the quality of service offered. A
growing body of empirical works supports the Research Hypothesis:
fundamental logic that customer satisfaction should Group 1: Hypotheses concerning the associations
positively influence customer retention (Reibstein, between antecedents of service quality and
2002). Literature confirms that satisfied customers customers' perception of overall service quality:
automatically become loyal customers, that H1a: Antecedent tangibles significantly influence
satisfaction is a leading factor in determining loyalty overall service quality.
and high customer satisfaction gives rise to increase in H1b: Antecedent reliability significantly influences
repurchase intention and customer retention (Richard overall service quality.
L Oliver, 1989). Service quality helps in increasing the H1c: Antecedent responsiveness significantly
number of customers. Practicing service quality will influences overall service quality.
improve customer satisfaction and therefore, many H1d: Antecedent assurance significantly influences
companies attempt to understand and measure overall service quality.
service quality indicators (Yazdi, 2015). H1e: Antecedent empathy significantly influences
overall service quality.
Current Research H1f: Antecedent service product significantly
Research Gap influences overall service quality.
Research literature (Vijaya et al., 2014) shows H1g: Antecedent social responsibility significantly
evidence that there is a positive relationship between influences overall service quality.
overall service quality and customer satisfaction. H1h: Antecedent service delivery significantly
Bakti, I. G., & Sumaedi, S. (2013) have reported that influences overall service quality.
overall service quality is the antecedent of customer
satisfaction. Research papers on banks have also Group 2: Hypotheses concerning the associations
investigated the perception of customers on service between the customer's perception of overall service
quality dimensions. There are also research papers quality and customer satisfaction:
related with banks that show the relationship between H2a: Overall service quality significantly influences
service quality dimension and overall service quality. customer satisfaction.
However, a comprehensive model that establishes the
inter-relationship between the antecedents of service
quality, overall service quality and customer
135
Figure 1: Integrated Framework of Antecedents of Service Quality, Overall Service Quality & Customer
Satisfaction
Sample selection that were incomplete and inadequate were

Sample data comprises customers of different banks eliminated. Three hundred and ninety-three valid
(ICICI, HDFC, SBI, Dena Bank, other PSBs) located in respondents (from a total of 446) were used for
Mumbai. Questionnaires were distributed through analysis. In the 393 valid responses, there were 4
executive education participants at School of Business variables with 1-4 missing values which were replaced
M a n a ge m e nt , N M I M S U n i ve rs i t y, M u m b a i . by the mean values for continuous scale. The
Respondents were identified amongst regular users respondents' demographic comprises 72 per cent
using convenience sampling. Due to high levels of males and 28 per cent females.
missing data (exceeding 5%), some of the responses
Variables and Indicators (d) Availability of service provider at the time
The current research considers eight latent variables he is required (accommodating and
(antecedents) of service quality and two other latent anticipating).
variables i.e. overall service quality and customer
satisfaction. The latent variables cannot be measured (4) Assurance:
directly and are referred to as unobserved variables. (a) Politeness, respect, consideration, and
Therefore, we use indicators to represent them, which f r i e n d l i n e s s o f c o n t a c t p e rs o n n e l
are referred to as observed variables (Scott MacLean, (procedural skill and convivial skill).
1998). (b) Possession of the required skills and
knowledge to perform the service and offer
Antecedents of Service Quality helpful suggestions.
Multiple indicators (observed variables) for the eight (c) Trustworthiness, believability and honesty
antecedents of service quality are listed below: of the service provider.
(Reference - Kachwala (2015), Service Quality in (d) Freedom from danger, risks, or doubt.
Organized Retail Shop from Customer's point of view, Feeling of delight and satisfaction.
Smart Journal of Business Management Studies, (e) Ability for actions whenever a critical
Vol.11, Number 2, Page 61-72). incident takes place and the degree to
(1) Tangibles (Facilities): which the organization succeeds in bringing
(a) A p p e a ra n c e o f p hy s i c a l fa c i l i t i e s , the condition back to normality to the
equipment, etc. satisfaction of the customer.
(b) Classy and comfortable ambient conditions.
(c) Well-dressed personnel (neat, clean and (5) Empathy:
professional appearance). (a) Caring, individualized attention the firm
(d) Visually appealing signs and other facilities. provides its customers. Resolving amicably
(e) Physical layout of equipment and other customers' problems (being tactful during
furnishings/facilities. service recovery).
(f) Proper housekeeping. (b) Approachability and ease of contact.
(c) Keeping customers informed in languages
(2) Reliability: they can understand, and listening to them.
(a) Service provider's ability to display a (d) Making the effort to know customers and
positive moment of truth. their specific needs. Keeping the customers'
(b) The interest the service provider shows in best interests at heart.
solving customers' problems.
(c) The right delivery of service the first time (6) Service product (outcome of service / core
and every time. service):
(d) The ability to perform the promised service (a) The content of service.
dependably and accurately. (b) The intensity and depth of service.
(e) The ability to provide error-free records, (c) The diversity and range of services.
bills and other transaction documents. (d) Service innovation.
(3) Responsiveness (Timeliness): (e) Convenient and flexible operating / service
(a) Ability to communicate provisions of availability hours.
services as per desired schedule.
(b) Willingness to help customers at all times.
(c) Providing prompt and timely service.
137
(7) Social responsibility: Overall Service Quality and Customer Satisfaction
(a) Equal treatment stemming from the belief Two other important latent variables - overall service
that everyone should be treated alike. quality and customer satisfaction - are each measured
(b) Giving good service at the best value by four indicators (observed variables) as listed below:
(reasonable cost), but not at the expense of (1) Overall Service Quality:
quality. 1. Excellent overall service
(c) Social responsibility characterized by 2. Service of very high quality
'deserving service' to people belonging to 3. A high standard of service
all strata of society (e.g. concessions to 4. Superior service in every way
economically and socially downtrodden (2) Customer Satisfaction:
people, needy ones, senior citizens, etc.) 1. Happy experiences with the bank
(d) Extent to which the organization leads as a 2. Satisfied with the quality of the internet
corporate citizen, the level to which it services
promotes ethical conduct in everything it 3. Satisfied with the overall services offered
does and a sense of public responsibility 4. The performance is beyond expectation
amongst employees.
Measurement Scale Validation
(8) Service delivery: Statements selected for the antecedents of service
(a) Standardized, simplified and structured quality and customer satisfaction were modified from
delivery processes so that the service earlier studies by the authors (Kachwala et al., 2015,
delivery times are minimum and without 2017 & 2018). Wong and Sohal (Amy Wong, 2003) have
any bureaucratic hassles. used different studies to similarly develop the factors
(b) Enhancement of technological capability of service quality and customer satisfaction.
(e.g. computerization, networking of
operations, etc.) to serve customers more Construct Validity and Reliability Assessment
effectively. Reliability testing was performed using the value of
(c) Degree to which the procedures and Cronbach's alpha which ranged from 0.555 to 0.758,
processes are perfectly fool proof. demonstrating that the factors have good construct
(d) Extent to which the feedback from reliability. To ensure the composite reliability and
customers is used to improve service average variance extracted are above the required cut-
standards. off values, few of the scale items were removed from
(e) Effectiveness of customer grievance their constructs (Scale items SRP(a) & SDL(f) deleted in
procedures and processes. Table 1 as per instrument defined in 4.41).
(f) Adequate and necessary personnel and
facilities for good customer service.
Table 4.4.1: Reliability of Scale
Variable Cronbach's Alpha No. of items Delete
Overall Service Quality - OSQ 0.645 4
Tangibles (Facilities) - TAN 0.758 6
Reliability - REL 0.736 5
Responsiveness (Timeliness) - RES 0.638 4
Assurance - ASS 0.697 5
Empathy - EMP 0.683 4
Service Product - SRP 0.705 4 SRP(a)
Social Responsibility - SOR 0.654 4
Service Delivery - SDL 0.724 5 SDL(f)
Customer Satisfaction - CS 0.555 4
Composite reliability and average variance extracted are tabulated in Table 4.42 (Lai & Chen, 2010); (Tari, Molina,
& Castejon, 2007); (Hair, Black, Babin, Anderson, & Tatham, 2006). The composite reliability and average variance
extracted exceed the respective cut-off value (Lai and Chen, 2010; Tari et al., 2007).
Table 4.4.2: Validation of Scale

Variable Loading Range Component Matrix ESSL % Variance
Overall Service Quality - OSQ .680 - .728 49.558
Tangibles (Facilities) - TAN .631 - .741 45.373
Reliability - REL .669 - .735 49.027
Responsiveness (Timeliness) - RES .673 - .708 48.49
Assurance - ASS .612 - .743 45.93
Empathy - EMP .698 - .730 51.365
Service Product - SRP .717 - .747 53.457
Social Responsibility - SOR .681 - .719 49.069
Service Delivery - SDL .667 - .720 47.613
Customer Satisfaction - CS .596 - .748 43.876
Model fitting and Hypotheses testing OSQ = Overall Service Quality

Multiple regression analysis (using summated scales - TAN = Tangibles
average) is used for model fitting and hypotheses REL = Reliability
testing. Two regression equations are hypothesised for RES = Responsiveness
the purpose of the study: ASS = Assurance
EMP = Empathy
Equation 1: Regression of Overall Service Quality on SRP = Service Product
Antecedents of Service Quality SOC = Social Responsibility
OSQ = β11 + β21 * TAN + β31 * REL + β41 * RES + β51 * ASS + SDL = Service Delivery
β61 * EMP + β71 * SRP + β81 * SOC + β91 * SDL
139
5.0.2 Equation 2: Regression of Customer Satisfaction
on Overall Service Quality
CS = Customer Satisfaction
OSQ = Overall Service Quality
CS = β12 + β22 * OSQ
Multiple Regression Analysis

5.1.1 Equation 1: Regression of Overall Service Quality on Antecedents of Service Quality
Table 5.1.1.1 Regression Model Summary - OSQAVG
Model R R Square Adjusted R Square Std. Error of the Estimate

1 .694 .482 .475 .75490
a. Predictors: (Constant), SORAVG, TANAVG, ASSAVG, EMPAVG, RELAVG
Table 5.1.1.2 Coefficients

Unstandardized Coefficients Standardized
Model Coefficients
B Std. Error Beta t Sig.
1 (Constant) 1.217 .216 5.636 .000
TANAVG .108 .046 .115 2.362 .019
RELAVG .179 .058 .171 3.098 .002
ASSAVG .200 .051 .214 3.958 .000
EMPAVG .144 .045 .164 3.199 .001
SORAVG .149 .041 .183 3.629 .000
a. Dependent Variable: OSQAVG
Table 5.1.1.3 Annova

Model Sum of Squares df Mean Square F Sig.
1 Regression 204.865 5 40.973 71.898 .000
Residual 220.541 387 .570
Total 425.406 392
a. Dependent Variable: OSQAVG
b. Predictors: (Constant), SORAVG, TANAVG, ASSAVG, EMPAVG, RELAVG
5.1.2 Equation 2: Regression of Customer Satisfaction on Overall Service Quality
5.1.2.1 Model Summary for CSAVG
Model R R Square Adjusted R Square Std. Error of the Estimate

1 .698 .487 .485 .67144
a. Predictors: (Constant), OSQAVG
Table 5.1.1.2 Coefficients

Unstandardized Coefficients Standardized
Model Coefficients
B Std. Error Beta t Sig.
1 (Constant) 2.060 .169 12.207 .000
OSQAVG .627 .033 .698 19.255 .000
a. Dependent Variable: CSAVG
5.1.2.3 Annova
Model Sum of Squares df Mean Square F Sig.
1 Regression 167.143 1 167.143 370.743 .000b
Residual 176.275 391 .451
Total 343.418 392
a. Dependent Variable: CSAVG
b. Predictors: (Constant), OSQAVG
Conclusion of Model fitting and Hypotheses testing H1h: Antecedent ser vice delivery does not
5.2.1 Group 1: Hypotheses concerning the significantly influence overall service quality.
associations between antecedents of service quality
and customers' perception of overall service quality 5.2.2 Group 2: Hypotheses concerning the
H1a: Antecedent tangibles significantly influence associations between the customer's perception of
overall service quality. overall service quality and customer satisfaction
H1b: Antecedent reliability significantly influences H2a: Overall service quality significantly influences
overall service quality. customer satisfaction.
H1c: Antecedent responsiveness does not significantly
influence overall service quality. Similar results have been observed by Tan Lay Hong et
H1d: Antecedent assurance significantly influences al. (2014) where the authors, using regression,
overall service quality. observed that Tangibles, Reliability, Assurance,
H1e: Antecedent empathy significantly influences Responsiveness and Empathy were statistically
overall service quality. significant.
H1f: Antecedent service product does not significantly
influence overall service quality.
H1g: Antecedent social responsibility significantly
influences overall service quality.
141
Managerial and Scholarly Implications of Re l i a b i l i t y, A s s u ra n c e , E m p at hy a n d S o c i a l
the Study Responsibility. The study also found that overall
service quality has a direct influence on customer
Scholarly Implications
satisfaction.
The research observation that customers' perception
of overall service quality significantly influences
Quality service is rapidly becoming a challenge since
customer satisfaction is in line with the few studies
the early 2010s. Banks that want to achieve a certain
conducted in banks (Chen & Chen, 2007); in pest
goal, will be successful through a cultural
control, dry cleaning and fast food industry (Cronin &
transformation that produces a quality service
Taylor, 1992); in energy industries (Ibanez, Hartmann,
organization, which is engaged in establishing high
& Calvo, 2006); in airline industry (Clemes, Gan, Kao, &
service performance standards for the customer at all
Choong, 2008); and in public transport study, (Wen,
times. This will enable banks to increase sales and
Lawrence, & Cheng, 2005). Ajzen (1991) argued that
market share. Satisfied customers become loyal
satisfied customers may not use bank services because
customers. Customer loyalty can be employed by
these customers have multiple other options for bank
banks to survive in today's ever-increasing competitive
services, mainly through internet channels where
environment. The results of this research paper
many bank services are accessible. It can therefore be
confirmed the literature theory regarding the
argued that customers could recognize service quality
relationship among antecedents of service quality,
as a hygiene factor (Prajogo & Sohal, 2004). Therefore,
overall service quality and customer satisfaction in
providing service quality does not guarantee re-use of
bank services.
bank services. However, in absence of service quality,
customers will certainly not re-use bank services.
Limitations and Directions for future
This research reveals that banks' customer satisfaction Research
is related to perception of overall service quality. The respondents of this study were only from one city
However, many researchers like Parasuraman, (Mumbai). The data is cross sectional collected during
Zeithaml, & Berry (1994), Voss, Grewal (1998), Bei & the period June 2018 to December 2018. The
Chiao (2001) have indicated that customer satisfaction responses were based on convenience sampling.
is not dependent on overall service quality alone. Bank Limitations of today's research will provide directions
administration needs to recognize personnel and for future research. Since the research findings relate
other factors that can affect bank customer to the current status of customers' insights of overall
satisfaction (Zeithaml & Bitner, 2003). The study service quality and customer satisfaction, it is
strengthens the belief that overall service quality recommended to carry out similar studies with a larger
dimensions are positively correlated with customer respondent profile, longitudinal study and involving
satisfaction. We conclude that quality banking service more banks in multiple cities. The findings can be
is a prerequisite for establishing satisfied customers. generalized as they are in line with other studies with
similar research objectives.
Managerial Implications
Many studies have been conducted on bank users' There are many other variables like culture, customers'
satisfaction and how this construct is related to the income, gender that influence customer satisfaction
perception of overall service quality. In the current and customer loyalty, which have not been mentioned
study, the researchers have incorporated the in the present study. The authors opine that the
antecedents of overall service quality in addition to the present model can be further extended to include
relationship between overall service quality and customer loyalty using structural equation modelling
customer satisfaction. The study identified five (SEM).
antecedents of overall service quality - Tangibles,
Applicability and Generalizability of the assignments. This makes us believe that our results
Current Research would be applicable to the overall Indian economy.
However, due to different cultures, technology
The source of the sample data is customers of different
adoption, financial regulations, the results may
banks (ICICI, HDFC, SBI, Dena Bank, other PSBs) located
require a more comprehensive study in emerging
in Mumbai. Respondents were identified amongst
global economies. This study, in our view, contributes
regular customers using convenience sampling. Three
to the current body of knowledge by improving the
Hundred and Ninety-Three valid respondents (from a
understanding of the effect of service quality on
total of 446) were used for analysis. Many of the
customer satisfaction in the banking context.
respondents were executive students from marketing
discipline and traveling all over India for work related
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145
T Kachwala, Professor, School of Business Management (NMIMS, Mumbai) is B.E. (Mechanical
Engineering) from VJTI, MAM from NMIMS, Ph.D. (Management) from North Gujarat University. He has
published more than 20 research papers / book chapters in refereed journals and conferences, and is a co-
author/author for 2 textbooks. He has more than 27 years of part-time/full-time teaching experience in
Operations Management and Decision Science subjects, and 13 years of industry (factory) experience at
Godrej Appliances Limited. He can be reached at [email protected], [email protected].
Pradeep Pai, Associate Professor, SBM, NMIMS, is BE (Production) and MMS from University of Mumbai in
the year 1989 and 1991, respectively. He has over 22 years of teaching experience. He is currently pursuing
his Ph.D. from Aligarh Muslim University. He can be reached at [email protected].
Aditya Bali, Executive Director and Head of Retail Strategy and Deposits, Standard Chartered Bank, India,
is a Banking Professional with more than 14 years of industry experience. Dr. Aditya is a B.E. (Electrical
Engineering) from CET, Bhubaneswar, MBA from XLRI, Jamshedpur and Ph.D. from NMIMS. He can be
reached at [email protected].
Chandan Dasgupta, Professor - Finance & Banking, SBM, NMIMS University, India, has over 25 years of
teaching experience in the areas of finance and banking. He was working as a senior banking professional
in the past. He can be reached at [email protected].

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The Relationship among Antecedents of

Service Quality, Overall Service Quality and

Sample selection that were incomplete and inadequate were

Table 4.4.2: Validation of Scale

Model fitting and Hypotheses testing OSQ = Overall Service Quality

CS = β12 + β22 * OSQ

Multiple Regression Analysis

Table 5.1.1.1 Regression Model Summary - OSQAVG

Model R R Square Adjusted R Square Std. Error of the Estimate

Table 5.1.1.2 Coefficients

Table 5.1.1.3 Annova

5.1.2.1 Model Summary for CSAVG

Model R R Square Adjusted R Square Std. Error of the Estimate

Table 5.1.1.2 Coefficients

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