Title: Service innovation and delivery as antecedents of satisfaction and loyalty: a study of Indian retail banking

Authors: Ishfaq Hussain Bhat

Addresses: Chitkara Business School, Chitkara University, Punjab, India

Abstract: The increase in competition, changing lifestyle, and rapid technological shift in the global business environment has led to the adoption of innovations in order to survive in the market. The aim of this study is to examine the role of innovation in the service delivery, satisfaction and loyalty of Indian customers in the banking sector. The conceptual framework grounded on theories was drawn to test the stated relations. A sample of 400 bank customers who had availed innovative services was chosen with the help of purposive sampling technique. The findings of the study reveal that service innovation has a direct impact on service delivery and satisfaction. Moreover, it was found that there exists a positive relationship between service delivery, satisfaction and loyalty in the banking sector of India. The findings of the study help to understand the impact of innovative management practices in financial services in emerging economies like India.

Keywords: innovation; satisfaction; loyalty; technology; service delivery.

DOI: 10.1504/IJBG.2023.134389

International Journal of Business and Globalisation, 2023 Vol.35 No.1/2, pp.107 - 118

Received: 26 Aug 2019
Accepted: 11 Feb 2020
Published online: 20 Oct 2023 *

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