Exploring nomological link between automated service quality, customer satisfaction and behavioural intentions with CRM performance indexing approach: Empirical evidence from Indian banking industry

Automation in service delivery has increased the consumers’ expectation with regard to service quality and subsequently the perception of the same. Technology-driven services redefined quality dimensions and their subsequent impact on the behavioural outcomes of the consumers with specific reference to attitudinal loyalty and propensity to switch. Customer Relationship Management (CRM) has further reinforced the operational aspects of a service provider by integrating the behavioural perspectives with technology. This paper attempts to explore the nomological link between automated service quality and its behavioural consequences with specific reference to consumers’ attitudinal loyalty and their intention to switch or defect from their present service provider. The study further takes into consideration the moderating effects of the performance of the dimensions and attributes of customer relationship management by introducing a novel approach to CRM performance indexing. The cross-sectional study was carried out with the customers of State Bank of India at Asansol, Durgapur, Bolpur and Santiniketan in West Bengal, India. The study used structural equation modeling (SEM) to assess and validate the nomological relationship between the variables.