Prof. Rajat Gera
Manav Rachna University, India
Title: Evaluation of linkages of Perceived Service Quality with customer loyalty related behavioral intentions in retail banking
Abstract:
Purpose: The paper intends to empirically test the inter relationships of Service Quality, Service Value and Customer Satisfaction and their effects on loyalty related behavioral intentions in retail banking services through an integrated approach.
Design/Methodology/Approach: Deductive approach has been adopted. The measures were selected from literature and developed using exploratory factor analysis and confirmatory factor analysis. The path between service quality and Behavioral Intentions was empirically tested using competing models approach of indirect (mediated by customer satisfaction and service value) and direct models. Study was conducted with existing retail banking customers in India.
Findings: Service Quality in banking is a multi level multi dimensional second order construct composed of following dimensions: Core Services, Reliability, Tangibles, Service Delivery and Competence. Tangibles is the most important dimension. The effect of Service Quality on loyalty related Behavioral intentions in retail banking in India is indirect ie mediated by customer satisfaction and service value.
Research Implications: The findings provide support for the cognitive-affective-behavioral model (Bagozzi, 1992; Oliver, 1997) which proposes that consumers evaluation of service delivered follows the cognitive-affective-behavioral sequence (Choi., et al. 2004). It also supports the heirarchical and multi dimensional model structure of SQ (Dabholkar, 1996). In retail banking. Tangibles impact on SQ in emerging economies is most significant (Arasli, Katircioglu and Smadi, 2005, Cui et al., 2003 and Yavas et al.,1997). SV and SQ are most significant antecedents of BI (β values of 0.54 and 0.38-indirect, respectively) while CS is only an indicator variable. Research findings cannot be generalized as Service encounter constructs are culture specific
Practical Implications: Managers need to identify, measure and deliver on all the three service encounter constructs of Service Quality, Customer satisfaction and Service value to create customer loyalty in retail banking. The effects of the three service constructs is complex and dynamic. Service Value needs to be enhanced for Customer loyalty. Service Value and Service Quality are the most significant antecedents of intentions of customer loyalty. Managers need to evaluate and offer service quality on all the dimensions as customers evaluate it on each dimension and overall service quality perceptions.
Biography:
Dr Rajat Gera is working as a Professor and has over 20 years academic experience of Teaching, Research, Training and Consultancy in leading Business Schools and Institutions of India and abroad. He is a PhD from GGS Indraprastha University, New Delhi, MBA (PGDRM) from IRMA, Anand and B.Tech from Allahabad University. He has over 30 International and National publications and is the author of two books. He has authored cases which have been published by Richard Ivey Business School and (available at Harvard Business School Publishing) and London Business School, UK. He is visiting faculty for “Centre for Marketing”, Asian Minor studies, Fontys University, Eindhoven, Netherlands, under the Erasmus Mundus scholarship program of European Commission and at ISS KIMEP, Almaty, Kazakhstan.
He has industry experience of over six years with leading Public and Private sector companies in Sales and Marketing and Operations. He has been associated with Management development programs for BP, BHEL, BEL, NTPC, ONGC, Airtel, Vodaphone, and various other organizations of repute.
His areas of research interest are modeling the linkages of service quality with behavioral intentions, e-service quality, service quality structure and measurement, e-learning and corporate reputation. Some of his achievements are Associate Fellow-Euro Med Academy of Business, 2013-2014, Euro Med Research Institute, Greece, Third ranked case in Case competition by Aditya Birla centre, London business school, 2010. (Gera, R., “Quatrro BPO Solutions: Developing Outsourcing Solutions Innovatively” and Erasmus Mundus scholarship for teaching in 2010. His research paper Evaluating the Effects of Service Quality, Customer Satisfaction, and Service Value on Behavioral Intentions with Life Insurance Customers in India", published in the International Journal of Service Science, Management, Engineering, and Technology (IJSSMET) 8 (3), was selected as the outstanding Business and Management article for 2017, Tenth Annual Excellence in Research Journal Awards, by IGI Global.
He is member of the FINALIST PANEL JUDGE for Wharton-QS Reimagine Awards 2019 and was the FINALIST PANEL JUDGE for Wharton-QS Reimagine Awards 2018, San Francisco, 29th-30th November. He has been Awarded the Prestigious IRDP Awards 2019 (Teaching and Research Excellence) for achievements in Teaching, Research and Publications by IRDP, India. He was Member of Think Tank on the future of the hospitality and tourism industry HT2030 on November 11, 2018, in New York City, United States by organized by the M3 Center for Hospitality Technology and Innovation (M3 Center) at the University of South Florida Sarasota-Manatee, USA, together with Hoa Sen University (HSU), Vietnam, and Association of North America Higher Education International (ANAHEI).
He is Invited speaker for International Conference on 2nd Business Economics and Finance (BEF 2019) , March , 2019 in Guilin, China, organized by Engineering Information Institute, Open Access Library, Scientific Research Publishing, and 1000thinktank and in BEF 2018.