Influence of the dimensions of service quality, customer satisfaction and behavioural intentions on the respective constructs in retail banking: The Middle East context

Abstract

Present competitive environment has made it necessary for organizations today to measure and monitoring service quality, customer satisfaction and behavioural intentions. Research is required to provide input to practicing managers to make appropriate organizational strategies towards customer retention and organizational excellence. This paper aims to study the influence of the dimensions on the respective constructs in the retail banking industry to get insights for strategy formulation that can help optimize utilization of the limited resources available for deployment. A robust procedure was used to develop the scale for the three constructs which would be appropriate for the culture and the country context. The scale obtained consisted of 7 dimensions for service quality and customer satisfaction, and 3 dimensions for behavioural intentions. The analysis of the data obtained from 373 usable questionnaires revealed that security and the other 'outcome' dimensions are the most important regarding service quality and customer satisfaction. In behavioural intentions, Loyalty was found to be the most important.