Does Service Quality Impact Relationship Quality? Analyzing the Moderating Effect of Demographic Variables in the Path Model – Empirical Evidence From Indian Retail Banks

Abstract

The purpose of the study is to analyze the impact of service quality on relationship quality in the context of India retail banks. Previous researchers have identified that service quality as a core competency of service industries, whereas the term relationship quality has occupied the prime spot in relationship marketing research for various reasons, the present study attempted to investigate the impact of service quality on relationship quality. At times, the demographic variables can act as a differentiator in the path model, the study made an effort to investigate the moderating role of the demographic variables. The authors developed a structured questionnaire, items used in the questionnaire were adopted from existing literature. The developed questionnaire was distributed among bank customers through e-mail and were requested to fill the same. The authors used Structural Equation Modelling (SEM) to analyze the path model between service quality and relationship quality. Findings of the study showed that there exist a positive relationship between service quality and relationship quality. The results also revealed that the relationship duration and type of bank has a moderating effect on the path model between service quality and relationship quality. However age and gender of the respondents did not show any moderating effect on the path model. Previous researchers has suggested that it cost more to acquire a new customer when compared to retaining an existing customer. The technology aspects of a service industry like banking mobile banking, e-services can be easily mimicked by the competitors, whereas the quality dimensions of banking industry cannot be easily imitated by the competitors, hence the banks shall establish good service quality and improve relationship quality to stay ahead of competition and win the minds of the customers.