Influence of e service quality on customer retention in commercial banks

Abstract

Keeping in mind the dynamic changes that have been taking place in the Indian banking scenario, since the introduction of technology and the advancement of the internet even into the remote regions of the country, the proposed study is designed to determine the impact of e-service quality newlineon the retention of banking customers in the city of Bangalore. Most of the existing studies are based on conceptual understanding and are not based on model testing. The proposed study is relevant to Bangalore as it is a tier one city with a dynamic and fast-paced lifestyle having the best newlinetechnological facilities among the tier one cities in India. The literature review initiates an exhaustive discussion of various newlineconstructs that are outcomes of e-service quality and determinants of customer retention. Based on references from the literature review,constructs identified for e-service quality are customer satisfaction, newlinecustomer commitment and customer retention. The constructs that are outcomes of customer satisfaction were identified as customer trust, commitment and loyalty, which in turn influences customer retention. Thus, commitment, loyalty, commitment and e-service quality were concluded to be influencers of customer retention, with commitment being newlinea construct that mediates the relationship between e-service quality and customer retention. Through extensive literature review, hypotheses were derived and the proposed conceptual model is developed. newlineObjectives of the proposed study are to empirically validate a model to establish the relationship between e-service quality and customer retention, linking customer satisfaction, commitment, trust and loyalty with select antecedents. Research methodology gives an explanation of the population newlinefrom which the samples are collected, the justification for using the particular sampling technique and also the tool employed for data collection. Detailed explanations have also been given for checking the newlinereliability and validity of the tool and pilot data. newline