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An evaluation of an integrated perspective of perceived service quality for retail banking services in India

Sanjiv Mittal (University School of Management Studies, Guru Gobind Singh Indraprastha University, Delhi, India)
Rajat Gera (School of Business, Galgotias University, Greater Noida, India)
Dharminder Kumar Batra (Department of Marketing, International Management Institute, New Delhi, India)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 18 May 2015




The purpose of this paper is to extract and validate the dimensions of service quality in retail banking services in India by adopting an integrated and hierarchical perspective of service quality determinants.


The paper empirically validates a parsimonious (multi-dimensional and multi-level) model of service quality in retail banking services in India. The analysis was conducted using structural equation modeling. A hypothesized second-order model was tested and compared with a first-order model of service quality. The dimensions were extracted through exploratory factor analysis and validated through confirmatory factor analysis.


The second-order service quality model was accepted based on parsimony as it consisted of five primary dimensions: Service delivery (describing the efficiency with which the service is provided), tangibles (the quality of physical service environment), reliability (the promise of right service being provided), core service (the attributes and features of the service product) and competence (the capability of employees and systems for providing the service). The second-order model enhances the understanding of the structure of service quality for retail banking services in India. The most important dimension was tangibles, especially the physical environment which facilitates efficient delivery of service.

Research limitations/implications

The research provides support for a multi-dimensional second-order model of service quality in retail banking service in India. The results show that customers form perceptions of overall service quality which are reflected by five primary dimensions. The primary dimension of tangibles is the most influential.

Practical implications

Organizations need to measure and manage overall service quality perceptions to build trust and reinforce loyalty intentions among their customers. Banks need to adopt a multi-level approach to managing service quality perceptions, i.e. both at the dimensional level and organizational level.

Social implications

This study would contribute to the enhancement of service quality outcomes in retail banking services in India which has a crucial role in the economic development.


The study proposes and validates a parsimonious and hierarchical model of service quality in the context of retail banking in Indian cultural context. Thus this research provides support to existing knowledge of service quality measurement and management and extends the understanding of its structure by validating the multi-level model in an emerging market context.



Mittal, S., Gera, R. and Batra, D.K. (2015), "An evaluation of an integrated perspective of perceived service quality for retail banking services in India", International Journal of Bank Marketing, Vol. 33 No. 3, pp. 330-350.



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