Title: Revisiting the service quality dimensions of banks in India during the pandemic times: the moderating role of gender and banking experience

Authors: Charu Saxena; Pardeep Kumar

Addresses: Faculty of University School of Business, Chandigarh University, Mohali, Punjab, India ' Faculty of University School of Business, Chandigarh University, Mohali, Punjab, India

Abstract: To withstand the changing market conditions and revenue pressure in the global economic downturn due to the COVID-19 crisis, service quality has emerged as the most critical component of the competitiveness of the banking industry in India. This study aims to revisit and analyse the quality of services rendered by the public sector and private sector banks in India during the pandemic. The moderating role of gender and banking experience of customers is also assessed in the current research. To examine the proposed model, a structural equation modelling (SEM) technique is employed on a sample of 600 banking customers from the Punjab District, using AMOS software. The results suggest that factors such as reliability, accessibility, assurance, tangibility, and responsiveness influence customer satisfaction in the banking sector. However, empathy factors do not hold any relevance to customer satisfaction. Gender plays a moderating role in the linkage between service quality and customer satisfaction. Additionally, people with more banking experience are found to be more satisfied with banking services.

Keywords: service quality; customer satisfaction; moderating role; banking experience; India.

DOI: 10.1504/IJICBM.2025.145666

International Journal of Indian Culture and Business Management, 2025 Vol.34 No.4, pp.443 - 461

Received: 09 Dec 2022
Accepted: 12 May 2023
Published online: 14 Apr 2025 *

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