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A Study on the Influence of Triggers on Perceived Service Quality

International Journal on Customer Relations

Volume 2 Issue 1

Published: 2014
Author(s) Name: Neetha J. Eappen | Author(s) Affiliation:
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Abstract

During their relationship with a service provider, consumers experience triggers which sensitise them to view their relationship with their service provider more critically. This paper examines the influence of triggers on service quality dimensions in the retail banking context. The sample consists of 385 retail banking customers from Kerala. Five dimensions of service quality which customers perceive as important in the contemporary retail banking scenario were identified as part of a larger study conducted earlier. As part of this study, a scale was developed to measure customers likelihood of considering switching their bank due to triggers. The results of the study showed that the three types of triggers had different influences on service quality dimensions. The results of the study also showed that higher the trigger, lower the perception of the service quality dimensions.

Keywords: Retail Banking, Triggers, Service Quality

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