The influence of customer-perceived service quality on customers� behavioural intentions: a study of public and private sector banks, class and mass banking and consumer policy implications

• Autores: Koushiki Choudhury
• Localización: International review on public and nonprofit marketing: official publication of the International Association on Public and Nonprofit Marketing, ISSN 1865-1984, Vol. 11, Nº. 1, 2014, págs. 47-73
• Idioma: inglés
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• Resumen

  • The financial sector reforms in India advocated globalization, deregulation and the liberalisation of entry norms to permit new banks in the private sector. This has increased competitive pressures on the state-owned public sector banks which concur- rently have to fulfill their social obligations towards the financial development of the economy and citizens. This study explores how different dimensions of service quality influence customers behavioural intentions in class and mass banking and the impli- cations for public and consumer policy. A contextually modified SERVQUAL instru- ment along with multiple regression and in-depth interviews were used. The study reveals that financial consumer policy must build security and trust in public adminis- tration and that the concept of quality must visualize public agencies as catalysts of a responsible and active civic society