To read this content please select one of the options below:

Augmenting bank service quality dimensions: moderation of perceived trust and perceived risk

Abhijeet Biswas (Institute of Management Studies, Banaras Hindu University, Varanasi, India)
Deepak Jaiswal (Amity School of Business, Amity University Patna, Patna, India)
Rishi Kant (Department of Retail and Logistics Management, Central University of Haryana, Mahendragarh, India)

International Journal of Productivity and Performance Management

ISSN: 1741-0401

Article publication date: 15 July 2021

Issue publication date: 30 January 2023




Permeation of private sector banks has triggered intense competitiveness in the Indian banking sector; therefore, customer satisfaction has become the epicenter of all activities. The study seeks to explicate the antecedents and reverberation of customer satisfaction in the Indian retail banking sector.


Top six Indian private sector banks were selected based on market capitalization. Cross-sectional data from 460 retail bank customers were collected by employing a structured questionnaire and evaluated wielding structural equation modeling.


The study discerns seven antecedents of customer satisfaction, namely tangibility, reliability, empathy, responsiveness, assurance, perceived service innovation and bank reputation. The results unveil that assurance, bank reputation and perceived service innovation significantly escalate customer satisfaction, which further markedly accentuates customer loyalty. However, tangibility was the only dimension bearing an insignificant relationship. In addition, both perceived trust and perceived risk significantly moderate the association between customer satisfaction and customer loyalty in the model.

Research limitations/implications

Incorporation of merely private sector banks and considering cosmopolitans restraints generalization of findings to some extent. The study bespeaks essential determinants of customer satisfaction that might succor bank professionals to retain customers and ameliorate profitability.


There is a paucity of literature on “perceived service innovation” and “bank reputation” in the Indian banking scenario. Therefore, the study augments the literature by integrating aforesaid important constituents along with other antecedents and reverberation. Moreover, the study uses theoretical lens to anchor its hypotheses through a comprehensive conceptual model in the backdrop of Indian retail banking.



Biswas, A., Jaiswal, D. and Kant, R. (2023), "Augmenting bank service quality dimensions: moderation of perceived trust and perceived risk", International Journal of Productivity and Performance Management, Vol. 72 No. 2, pp. 469-490.



Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

Related articles