Impact of CRM enabled service quality on behavioural pattern of customers

Arup Kumar Baksi

Assistant Professor, ept! of Business Administration, Ben"al Institute of #echnolo"y $ Mana"ement

Abstract The service sector has witnessed a tremendous impetus as Information Communication Technology (ICT) enabled services stimulated the shift in perception of automated service quality with renewed dimensions and their subsequent significance in influencing the behavioural outcomes of the consumers. Technology integration with service delivery mechanism has been further fine-tuned with the adoption of a business philosophy namely Customer Relationship anagement (CR ) which emerged! partially! as an offshoot to technological brea"through as it ensured serviceencapsulation by integrating people! process and technology. #utomated service delivery brought customers closer to the organisations as data flow! data storage and data retrieval became easier. #utomated services induced a perceptual shift in service quality as integrated relationship components started playing a pivotal role. This paper attempts to e$plore the relationship between automated service quality and its behavioural consequences in a relatively novel business-philosophy dominated environment % Customer Relationship anagement. &tate ban" of India (&'I) at 'olpur! (est 'engal was selected for the study. The study used structural equation modeling (&) ) to *ustify the proposed model construct. The results revealed a significant relationship between the perceived automated service quality and favourable behavioural intentions namely loyalty! willing to pay more price for enhanced services etc. The study is significant considering the dearth in research focus involving the gradual penetration and subsequent adoption of automated services in rural areas of (est 'engal and its behavioural output. Key words: Customer relationship mana"ement, automated service quality, structural equation model, bank, Information Communication #echnolo"y, behavioural consequence

1. Introduction
#he bankin" operation in India has under"one a total transformation %ith the introduction of technolo"y! #he conventional unidimensional service market trinity "ot

converted to a three dimensional interactive model %ith service providers &banks', service employees &bankers' and customers interactin" %ith each other throu"h technolo"y! #he kno%led"e, skill and behaviour of service employees( considered as internal customers, remained critical %hile perceivin" service quality, althou"h automated bankin" services ensured disintermediation to a lar"e e)tent &Khan and Mahapatra, *++,'! Conventional service quality concept has also metamorphosed %ith operational efficiency, security and confidentiality of information stored, reliability, accuracy and speed of transactions, virtual interfaces, I-R etc! bein" considered as ma.or quality dimensions! Customers are demandin" ne% level of convenience and fle)ibility in addition to po%erful and easy/to/use financial mana"ement tools, products and services that conventional bankin" operations could not offer &0an1aee and 2ade"hi, *+3+'! 2tudies conducted by Ravi et al &*++4' revealed that automated bankin" transactions in India is still at its nascent sta"e %ith private sector bankin" respondin" and adaptin" earlier to these chan"es &Malhotra and 2in"h, *++4'! It %as only in the e)treme later half of 3,,+s that the nationali1ed public sector banks in India decided to shade/off its silos/based operational le"acy and up"rade themselves to the di"ital platform! #his shift of paradi"m %as further stimulated by the recommendations of Ran"ara.an committee to initiate automation in bankin" operations! #he I# Act of *+++ of 5ovt! of India provided a le"al reco"nition to electronic bankin" transactions %ith RBI establishin" a %ork/"roup to supervise and monitor issues such as security and technolo"y, le"al and control and supervision! Automated bankin", for a considerable period of time, %as an activity constrained to the metros and bi" cities in India! Phenomenal penetration of technolo"ies and its conver"ence paved the path for bankin" service automation in semi/urban and rural areas of India also! #he probable t%o behavioural consequences of service quality %hich are factor/prime for service or"ani1ations like banks are customer loyalty and propensity to s%itch because both these phenomenon are linked to profitability! 6ith the competition becomin" fierce, customer loyalty and favourable behavioural consequences have emer"ed as t%o potential defensive tools for the banks! #he recent adoption of Customer Relationship Mana"ement &CRM' as a business philosophy sa% the banks developin" better proactive strate"ies to ensure better personali1ation and customi1ation of service delivery! #his paper attempts to e)plore the probable impacts of automated service quality on behavioural intentions of customers in a CRM dominated environment of a bank! #he rationale behind choosin" 2BI has been the completion of their decade lon" moderni1ation and up/scalin" of their operation from a le"acy dominated silos/based customer transaction to a electronic bankin" format and bein" the lar"est nationali1ed bank in India its "eo"raphical penetration and bank branch net%orkin" &availability of services'! #he or"anisation of this study follo%in" the 7Introduction8 has been done as9 revie% of literature, research model and formulation of hypotheses, methodolo"y, data analysis and interpretation and conclusion %ith limitations of the study and future research prospect! 2. Literature review

6ith the "ro%in" si"nificance of service sector to%ards contributin" in a nation8s 5 P, researchers, over the years, e)plored and conducted a number of empirical %orks to understand the nature of service quality, its dimensions and dynamics and probable %ays to enhance the perceived service quality &Cronin and #aylor, 3,,*, 3,,:( Rust and ;ahorick, 3,,<( Avkiran, 3,,:, Kearns and =adler, 3,,*( Parasuraman et al, 3,>?, 3,>>, @ulian and Ramaseshan, 3,,:, Alosa et al, 3,,>, Crosby and 2tephens, 3,>4'! 5rBnroos &3,>*' conceptuali1ed service quality as a customer8s perception of difference bet%een the e)pected service and the perceived service! #he study of service quality %as pioneered by Parasuraman, ;eithaml and Berry &P;B', %ho developed the "aps frame%ork in 3,>? and its related 2CR-DEAA instrument &Parasuraman, ;eithaml and Berry 3,>?, 3,>>, 3,,3' %hereby five dimensions of service quality %ere proposed namely tan"ibles, reliability, responsiveness, assurance and empathy . 2ervice quality %as one of the most critical issues in maintainin" sustainable relationship %ith the customers &Pen" and 6an", *++F'! #he transition of service delivery system from employee/customer interaction to employee/technolo"y and technolo"y/customer interactions included a ne% dimension in service delivery mechanism and vis/G/vis perceived service quality &Alkibsi and Aind, *+33'! #echnolo"y inte"ration in services has empo%ered the customers to en.oy a de"ree of autonomy and has reduced the burden of non/monetary cost, mainly psycholo"ical in nature, to a "reat e)tent! 0enderson et al &*++<' %as of the opinion that automated service provides or"anisation to introduce ne% models for service desi"n and development! Ruyter et al &*++3' defined automated service as interactive, content/centered and internet/based customer service driven by the customer and inte"rated %ith the related or"anisation customer support process and technolo"ies %ith the "oal of stren"thenin" the customer/service provider relationship! Parasuraman et al &*++?' vie%ed automated services as %eb/based services %hile Buckley &*++<' conceptuali1ed automated services as electronic provision of services to a customer! Automated service quality has been identified by 2antos &*++<' as consumers8 evaluation of e/service quality in a virtual market place! Duite a fe% researchers e)plored automated service quality dimensions and subsequently developed models to assess service quality such as 2I#CDEAA &Hoo and onthu, *++3', 6CBDEAA &Aoiacono, 6atson and 5oodhue, *++*', e#ailD &6olfinbar"er and 5illy, *++*', C/ 2CR-DEAA &;eithaml, Parasuraman and Malhotra, *++?' 22#DEAA &Ain and 0siech, *++F'! #he financial sector, particularly the bankin" system adopted the automated service delivery process and reinforced it %ith the introduction of conver"ence of technolo"ies to provide a customer alternative but synchroni1ed channels to access services of assorted nature! Introduction of automated bankin" services tri""ered chan"es in consumer behaviour, consumer perception to%ards bankin" service quality, innovation in service delivery system, channel inte"ration, communication and relationship marketin" %hich received adequate emphasis on behalf of the academic researchers &Aaforet and Ai, *++?( 5erard and Cunnin"ham, *++<( 0ernande1 and Ma11on, *++4( 6olfinbar"er and 5illy, *++*( Han" et al, *++:, Mukher.ee and =ath, *++<'! Bankin", %hich %as conventionally a hi"h contact service, the disintermediation %ith the introduction on technolo"y, %as considered to be critical to%ards establishin" quality perception in the minds of the customers &Broderick and -achirapornpuk, *++*'!

habolkar &&3,,:' ar"ued that the automated channels made customer participation in service delivery process more intense! A number of researchers considered A#M, internet bankin", telephoneImobile bankin" as the principal automated service delivery channels & abholkar, 3,,:( Meuter et al, *+++( 21ymanski and 0siech, *++F( Radecki et al, 3,,4'! abholkar &3,,F' concluded that these three ma.or electronicIautomated service channels %ere frequently accessed by the bank customers in combination %ith each other %hich %as further considered to be a relationship/buildin" platform &Aans and Col"ate, *++<( Patricio et al, *++<( Ramsay and 2mith, 3,,,'! In a comparatively recent study Ain and 0siech &*++F' investi"ated factors that affect customers8 perception of service quality %ithin the domain of self/service technolo"ies and identified seven dimensions of automated service quality J functionality, en.oyment, security, assurance, desi"n, convenience and customi1ation! Al 0a%ari, 0artley and 6ard &*++?' developed the concept of Automated 2ervice Duality Inde) &A2DI' by hi"hli"htin" five factors J A#M service quality, telephone bankin", internet bankin" services, core service quality and customer perception of service quality! In a study conducted by Al 0a%ari and 6ard &*++F', it %as concluded that the three ma.or automated service channels used by the banks to deliver services are si"nificantly related to customer retention thereby providin" the researcher cues to conclude a possible behavioural intention link to automated service quality! 0an1aee and 2ade"hi &*+3+', in a study, observed that accuracy, reliability, ima"e, impression of the bank mana"ement and %ebsite desi"n %ere si"nificantly correlated to customer satisfaction! Behavioural consequences of service quality has been a critical component to service providers as superior service quality leads to favorable behavioral intentions, leadin" to retention and subsequent "eneration of revenue, increased spendin", payment of price premiums, and "eneration of referred customers &;eithaml et al!, 3,,F'! C)cellent service is a profit/oriented strate"y because the results include e)pansion in customer base, increased business %ith e)istin" customers, lesser de"ree of customer attrition, enhanced buffer from price competition and fe%er mistakes requirin" the services to be repeated &Parasuraman et al!, 3,,:'! Kn the other hand inferior service quality leads to unfavorable behavioral intentions %hich lead to customer defection from the or"ani1ation %hich leads to decreased spendin", dissatisfied and lost customers, and increasin" costs associated %ith attractin" ne% customers &;eithaml et al!, 3,,F'! 2%itchin" of customers due to poor perceived service quality can cost an or"ani1ation the customer8s future revenue stream &Keaveney, 3,,?'! Cvidence that customer loyalty makes an or"ani1ation more profitable makes it imperative that complaints and other unfavorable behavioral intentions are handled effectively to ensure the stability of these relationships &#a) $ Bro%n 3,,>a'! ;eithaml et al! &3,,F' hi"hli"hted the behavioural consequences of service quality and proposed a comprehensive, multi/ dimensional frame%ork of customer behavioural intentions, nomenclated as Behavioural Intentions Battery &BIB', to be used in the service industry! #he frame%ork consisted of 3</items across five dimensions namely loyalty to or"anisation, propensity to s%itch, %illin"ness to pay more, e)ternal responses to a problem and internal responses to a problem! #he transition of bank8s operational platform from a silos/based le"acy to a di"iti1ed platform %as further enriched by the adoption of a ne% business philosophy J Customer Relationship Mana"ement &CRM'! Customer Relationship Mana"ement &CRM', defined

by ="uyen et al &*++4', is an information system that enables or"ani1ations to track customers8 interactions %ith their firms and allo%s employees to e)tract customer/based information namely history of sales, unresolved problems, payment records, service records etc! Customer Relationship Mana"ement &CRM' has been ar"ued to replace the traditional :Ps of marketin" &product, price, place and promotion' concept as a dominant lo"ic in marketin" process &5uraLu, *++<' and refers to all business activities directed to%ards initiatin", establishin", maintainin", and developin" successful lon"/ term relational e)chan"es &0eide, 3,,:( Reinart1 $ Kumar, *++<'! 5radual polari1ation of marketin" process to%ards a relationship base %as found to be dyadically more effective in establishin" mutually profit/benefit transactions bet%een sellers and buyers respectively! #he scholastic debate sprun" a number of vie%s about the domain of CRM J some researchers vie% CRM as a mere soft%are based application, therefore emphasi1in" on the process part( %hile others consider CRM as a philosophy %hich aims to translate customer intimacy into profit &Hueh et al, *+3+, 2oon, *++4( ="uyen et al, *++4 $ Cric et al, *++F'! 2ubsequent research %orks have hi"hli"hted CRM as an inte"ration of people, process and technolo"y, tar"eted to brin" firms closer to customers! Cmpirical research %orks pointed out, time and a"ain, to%ards the mutual and symbiotic benefits both for the sellers and customers & ekimpe, 2teenkamp, Mellens $ Abeele, 3,,4'! In a study 5ray and Byun &*++3' vie%ed CRM as a continuous flo% of corporate chan"es in culture and processes that combines three focal areas9 &i' Customer &ii' Relationship and &iii' Mana"ement! 6ith this introduction of hyper/customi1ed products and services, particularly in the cross/sellin" and up/sellin" domains of a financial service or"ani1ation, the customer needs and desires have under"one a sea chan"e! CRM 5uru &*++F' conducted a study %hich %as subsequently reported by @udith 2andall &*++4', %ith re"ard to this "ro%in" comple)ity in customer need identification! 5rabner/Kraeuter and Moedritscher &*++*' point to the lack of an adequate CRM strate"ic frame%ork from %hich to define success as bein" a reason for the disappointin" results of many CRM initiatives! Kne of the results of CRM is the promotion of customer loyalty &Cvans $ Aaskin, 3,,:', %hich is considered to be a relational phenomenon &@acoby $ Kyner, 3,4<( 2heth $ Parvatiyar, 3,,?( cited by Macintosh $ Aockshin, 3,,4'! #he benefits of customer loyalty to a provider of either services or products are numerous, and thus or"ani1ations are ea"er to secure as si"nificant a loyal customer base as possible &5efen, *++*( Reinart1 $ Kumar, *++<( Ro%ley $ a%es, *+++'! #he idea that one cannot have a profitable relationship %ith all customers and the practice of tar"etin" customers %ith a differentiated product or service is already %idespread in many financial services, e!"! bankin", insurance, credit cards etc! Revie% of literature revealed that %hile academic research %orks %ere carried out substantially to identify the dimensions of automated service quality, not much of emphasis %as "iven to e)plore the probable linka"e bet%een perceived automated service quality and behavioural consequences of customers in a CRM dominated business environment and that too in a rural perspective! #herefore the paper can make si"nificant contribution to understand the "radual penetration and adoption of automated services amon"st rural customers and their vis/G/vis response!

3. Objectives of the study

Based on the revie% of literature and the identified dearth in research focus, this paper attempts empirically to e)plore possible linka"es bet%een perceived automated service quality &PA2D', customer satisfaction &C2' and behavioural intentions &BI' for bank customers in a Customer Relationship Mana"ement &CRM' environment! #he proposed research model is depicted in Mi"!3 belo%9
CMMI 2H2#! AVAIL MEAMIAA PRI-ACH RC2PK= CKMPC= CK=#AC PCKPAC PRKCC22 #CC0=K

AKH 6*PM PA2D I=#R CN#R P*2

Fig.1: The research

ode!

Accordin"ly it is hypothesi1ed that9 03 9 Aoyalty is dependent on perceived automated service quality &PA2D'! 0+39 Aoyalty is independent of perceived automated service quality &PA2D'! 0*9 Propensity to s%itch is dependent on perceived automated service quality &PA2D'! 0+*9 Propensity to s%itch is independent of perceived automated service quality &PA2D'! 0<9 Response pattern of customers is influenced by perceived automated service quality &PA2D'! 0+<9 Response pattern of customers is uninfluenced by perceived automated service quality &PA2D'! 0:9 CRM performance is an antecedent to perceived automated service quality &PA2D' 0+:9 CRM performance is not an antecedent to perceived automated service quality &PA2D'

". #ethodo!ogy
#he ob.ective of this study %as to investi"ate the impact of service delivery throu"h automated service delivery channels and vis/G/vis perceived automated service quality on behavioural intentions &BI' of customers, particularly their loyalty behaviours, propensity to s%itch and response patterns! Murther to this, the researcher is keen to

identify the impact of CRM performance on perceived automated service quality! #he study desire to su""est a model to fit the relationship bet%een the variables usin" structural equation modelin" &2CM' approach! #he study %as conducted in t%o phases! #o carry out this study, 2tate Bank of India &2BI', the lar"est nationali1ed public sector bank in India %as selected primarily because of its intensive branch net%ork &availability of services', its automation to%ards service delivery and its inte"ration of CRM philosophy %ith basic business and mana"ement operation! A structured questionnaire %as developed to obtain the primary data! #he questionnaire had four sections! 2ection/ I asked questions about customers8 perception of automated service quality delivered by their bank, section/II placed questions %ith re"ard to behavioural intentions of the customers, section/III tar"eted customer to respond about their perception of CRM elements and their performance %ith re"ard to boostin" service quality and section/Iattempted to collect the demo"raphic profile of the customers! #he C/2CR-DEAA scale developed by ;eithaml, Parasuraman and Malhotra &*++?' %as used to "enerate response about customers8 perception of automated service quality offered by their bank across both the core and recovery dimensions! #o obtain response %ith re"ard to behavioural intentions of customers, the Behavioural Intention Battery &BIB' developed by ;eithaml et al &3,,F' %as used! 2uccessful implementation of CRM requires the proper implementation of people, process and technolo"y mi)! #he CRM 2core is taken on the three touch/points, the CRM/components9 People, Process $ #echnolo"y! #he respondents %ere asked to rate the statements related to automated bankin" service channels &C/2CR-DEAA J ** items', BIB &3< items' and CRM performance &3*/items' over a 4 point Aikert scale &Alkibisi and Aind, *+33'! #he study %as carried out in t%o phases! Phase/I involved a pilot study by inducin" focus "roup discussion %as used to refine the test instrument %ith rectification of question ambi"uity, refinement of research protocol and confirmation of scale reliability %as "iven special emphasis &#ei.lin"en and 0undley, *++3'! *? respondents representin" bank customers, bank employees and academicians %ere included to conduct the pilot study! Cronbach8s O coefficient &P+!4' established scale reliability &=unnally and Bernstein, 3,,:'! #he second phase of the study %as conducted by usin" the refined questionnaire %hich %as distributed amon"st 3+++ 2BI bank/customers for t%o separate branches namely 2BI, Bolpur and 2BI, 2antiniketan, 6est Ben"al! 2imple random samplin" %as used as every 3? th customer of the bank %as selected as respondent! 7Esa"e/of/automated/bankin"/service8 %as used as critical/fit criteria %hile selectin" samples! A total number of F4, usable responses %ere "enerated %ith a response rate of F4!,+Q! C)ploratory factor analysis &CMA' %as employed usin" principal a)is factorin" procedure %ith ortho"onal rotation throu"h -ARIMAN process %ith an ob.ective to understand the factor loadin"sIcross loadin"s across components! Cronbach8s O %as obtained to test the reliability of the data, Kaiser/Meyer/Klkin &KMK' %as done for sample adequacy and Barlett8s sphericity test %as conducted! 2tructural equation modelin" approach usin" Aisrel >!>+ %as used to test the research model!

$. Findings and discussions

#he demo"raphic data obtained %ere tabulated in #able/39

Tab!e%1: &e ogra'hic 'rofi!e of the res'ondents emo"raphic variables 5ender A"e emo"raphic characteristics Male Memale R *3 years P *3 R <? P <? R ?+ P ?+ R Rs 3?,+++ P 3?+++ R *?+++ P *?+++ R :++++ P :++++ R ?++++ P ?++++ 2ervice holder 2elf employed 0ouse%ives 2tudents 0i"h school 5raduation Post "raduation $ others 0i"h &P 3?timesImonth' Moderate &S?T3? timesImonth' Ao% &T ? timesImonth' Mrequenc y ?4> 3+3 *< *:3 <>4 *> 3: 3?: <,F ,F 3, <4, **3 *4 ?* *< ?>, F4 3?3 *?< *4? Q >?!3*Q 3:!>>Q <!:+Q <?!:,Q ?F!,,Q :!3*Q *!+>Q **!F>Q ?>!<*Q 3:!3<Q *!4,Q ??!>3Q <*!?:Q :!3+Q 4!??Q <!:+Q >F!4:Q ,!>FQ **!*:Q <4!*FQ :+!?+Q

Income

Kccupation

Cducational qualification

Mrequency of use

#able/* represents the rotated component matri) follo%in" the e)ploratory factor analysis! #he Cronbach8s O value for all the measures &e)cept three items of core C/ 2DEAA namely 7the site enables me to "et on to it quickly8, 7the site makes items available for delivery %ithin a suitable time frame, 7it has in/stock the items the company claims to have8 and for the five items of recovery C/2DEAA namely 7the site compensates me for problems it creates8, 7it compensates me %hen %hat I ordered does not arrive on time8, 7it picks up items I %ant to return from my home or business8, 7the site offers a meanin"ful "uarantee8 and 7it offers the ability to speak to alive person if there is a problem8' e)ceeded the minimum standard of !4 &=unnally and Bernstein, 3,,:' su""estin" and confirmin" about the reliability of the measures! #he items %hich %ere loaded %ith a lesser value to !4 %ere subsequently deleted!

Tab!e 2: (otated co 'onent

-ariabl e
-3 -* -< -: -? -F -4 -> -, -3+ -33 -3* -3< -3: -3? -3F -34 -3> -3,

atri) and (e!iabi!ity statistics

Mactors M3
!4,3 !>3F !443 !4:3 !>4< !4,4 +!>+ 3 +!>< < +!4? , +!>: * +!4*, +!>+3 +!>** +!4?, !>*3 !>+3 !4>3 !4*+ !4+3

-ariable statement
2BI8s %ebsites makes it easy to search %hat is required =avi"ation is smooth in the 2BI8s %ebsites Pa"e do%nload is fast #ransaction takes place in real/time and does not free1e before completion Information are %ell displayed in Banks8 %ebsites 2BI8s %eb/services are simple to use 2BI8s %ebsites are al%ays available for transaction 2BI8s %ebsites launch and run ri"ht a%ay 2BI8s %ebsite does not crash Pa"es in 2BI8s %ebsites do not free1e %hile transaction is on 2BI8s %ebsite deliver services %hen promised 2BI8s %ebsites promptly delivers services 2BI8s %ebsites are truthful about their offerin"s 2BI %ebsite8s make accurate promises about transactions 2BI8s provides financial security and confidentiality 6eb/interface is secured %ith virtual keyboard set/up for lo""in" in 2BI8s %ebsites can be trusted a"ainst misuse of information of transaction 2BI8s %ebsites details can be trusted a"ainst mishandlin" of personal information 2BI8s %ebsites provide convenient stored options for cancellin" transactions

M*

M<

M:

M?

MF

-*+ -*3 -** -*< -*: -*?

2BI8s %ebsites deals %ell %ith cancelation of transactions 2BI8s %ebsites "uide me in case of transactions not bein" processed 2BI8s %eb/service takes care of problems promptly 2BI8s %eb/service has customer representative %ho sho%s %illin"ness 2BI8s %ebsites provide a valid to supportIhelp telephone number to contact the bank 2BI8s %ebsite the facility to %henoffers required speak live to an authori1ed service if there is a problem Cronbach8s O KMK measure for samplin" adequacy Initial ei"en values Q of variance Cumulative Q

!4<, !>3F !4<* !>3> !43: !4,* +!,<? +!,3 > +!>4< +!,4+ +!>?, +!,<4

+!>,* :!<33 3F!?>3 3F!?>3 <!>3 F 3<!< F4 *,!, :> *!?>> 3+!+, 3 :+!+< , *!F3> ,!>,3 :,!,<+ 3!,<: >!3F* ?>!+, * 3!:+F 4!++* F?!+, :

#he initial << variables &includin" both core and recovery items of C/2CR-DEAA' %ere reduced to *? variables %ith variables havin" factor loadin" scores of T+!4 %ere discarded! #he variables %ere "rouped into si) dimensions accordin" to the factor loadin" scores and %ere nomenclated as in #able/<! Tab!e 3: &i ensions -ariables -3/-F -4/-3+ -33/-3: -3?/-3> -3,/-** -*</-*? imension Cfficiency 6eb/2ystem Commitment 2ecurity Responsiveness Contact

Bivariate correlation %as applied to understand the relationship bet%een perceived automated service quality &PA2D' and the core $ recovery dimensions of modified C/ 2CR-DEAA! #he results of correlation analysis have been displayed in #able/:! #he PA2D score %as obtained by calculatin" the mean of response for an individual respondent over a 4 point Aikert scale across all the items of C/2CR-DEAA scale! #he results of correlation analysis &#able/:' e)hibited a stron" and positive correlation bet%een perceived automated service quality &PA2D' and the core C/2CR-DEAA dimensions namely efficiency &rU!:F?VV, pT!++3', commitment &rU!:<3VV, pT!++3',

security &rU!<4,VV, pT!++?' and %eb/system &rU!<:*VV, pT!++3' su""estin" si"nificance of the dimensions in perceivin" the automated service quality! It %as further established that a stron" and positive relationship bet%een the recovery dimensions of automated service quality and responsiveness &rU!*F3VV, pT!++3' and contact &rU!3?FVV, pT!++3' e)ist %hich is indicative of si"nificance of recovery dimensions to%ards perceivin" automated service quality! Tab!e%": *ivariate corre!ation between 'erceived auto ated service +ua!ity and di ensions of ,%-,(./01L
PA2D Cfficie ncy Commit ment 2ecuri ty Respon sivenes s Contact 6ebs ystem

Pearson 3!+++ ."2$33 ."3133 .34533 .22133 .1$233 .3"233 Correlation 2i"! &*/tailed' !+++ !+++ !+++ !+++ !+++ !+++ = F4, F4, F4, F4, F4, F4, F4, VV VV V VV VV VV Pearson !:F? 3!+++ !*<4 !3<* !<F4 !:F3 !3FF Cfficien Correlation 2i"! &*/tailed' !+++ !+++ !++? !+++ !+++ !+++ cy = F4, F4, F4, F4, F4, F4, F4, VV VV V VV VV Pearson !:<3 !*<4 3!+++ !+>> !3,? !3,+ !?3<VV Commit Correlation 2i"! &*/tailed' !+++ !+++ !+:< !+++ !+++ !+++ ment = F4, F4, F4, F4, F4, F4, F4, VV V V VV Pearson !<4, !3<* !+>> 3!+++ !3F* /!+?? !:<<VV 2ecurit Correlation 2i"! &*/tailed' !++: !++? !+:< !+++ !*+, !+++ y = F4, F4, F4, F4, F4, F4, F4, Respon Pearson !*F3VV !<F4VV !3,?VV !3F*VV 3!+++ !<?<VV !*:4VV sivenes Correlation 2i"! &*/tailed' !+++ !+++ !+++ !+++ !+++ !+++ s = F4, F4, F4, F4, F4, F4, F4, Pearson !3?FVV !:F3VV !3,+VV /!+?? !<?<VV 3!+++ !*+,VV Contact Correlation 2i"! &*/tailed' !+++ !+++ !+++ !*+, !+++ !+++ = F4, F4, F4, F4, F4, F4, F4, VV VV VV VV VV VV Pearson !<:* !3FF !?3< !:<< !*:4 !*+, 3!+++ 6ebsys Correlation 2i"! &*/tailed' !+++ !+++ !+++ !+++ !+++ !+++ tem = F4, F4, F4, F4, F4, F4, F4, VVCorrelation is si"nificant at +!+3 level &*/tailed', VCorrelation is si"nificant at +!+? level &*/ tailed' PA2D

#he Behavioural Intention Battery developed by ;eithaml et al &3,,F' %as used to obtain the behavioural intention scores of the respondents across five dimensions &3< items' of the same namely loyalty, %ill/to/pay/more, internal response &positive behavioural intention indicators' and propensity/to/s%itch and e)ternal response &ne"ative behavioural intention indicators'! Correlation matri) &#able/?' revealed that perceived automated service quality &PA2D' had a stron" and positive relationship %ith loyalty &rU!?<,VV, pT!++3', %ill/to/pay/more &rU!<4>VV, pT!++3' and internal response &rU!<>3VV, pT!++3' %hile PA2D revealed a ne"ative relationship %ith propensity/to/

s%itch &rU/!*44V, pT!++?' indicatin" that customers %ith hi"her and better perceived automated service quality %ith re"ard to their bank &2BI' tend to e)hibit positive behavioural intentions! Perceived automated service quality did not e)hibit a si"nificant relationship %ith e)ternal response! #he results su""ested that customer attrition is ne"atively correlated %ith perceived automated service quality! #herefore for a hi"her perception of automated service quality the propensity to s%itch service provider %ill decrease! Tab!e%$: 6orre!ation atri) between 'erceived auto ated service +ua!ity 781-/9 and behavioura! intention 7*I9 di ensions
PA2 D Aoyalt y 6ill*pa ymore Propen sity*s%i tch %.2443 !++< F4, !+4, !+F, F4, /!3>,V !++3 F4, 3!+++ C)terna lrespon se .;:2 !:<3 F4, !+*+ !F?< F4, !+F* !3?> F4, !3F?V !++? F4, 3!+++ Interna lrespo nse .3:133 !+++ F4, !F,3VV !+++ F4, !+3+ !>3* F4, /!33>V !+33 F4, !+?4 !3>> F4, 3!+++

Pearson 3!+++ .$3533 .34:33 PA2D Correlation 2i"! &*/tailed' !+++ !+++ = F4, F4, F4, VV Pearson !?<, 3!+++ !+:? Aoyalty Correlation 2i"! &*/tailed' !+++ !<+: = F4, F4, F4, VV Pearson !<4> !+:? 3!+++ 6ill*paymore Correlation 2i"! &*/tailed' !+++ !<+: = F4, F4, F4, Pearson !+4, /!3>,V Propensity*s%itc V Correlation /!*44 2i"! &*/tailed' !++< !+F, !++3 h = F4, F4, F4, F4, Pearson !+>* !+*+ !+F* !3F?V C)ternalrespons Correlation 2i"! &*/tailed' !:<3 !F?< !3?> !++? e = F4, F4, F4, F4, F4, VV VV V Pearson !<>3 !F,3 !+3+ /!33> !+?4 Internalresponse Correlation 2i"! &*/tailed' !+++ !+++ !>3* !+33 !3>> = F4, F4, F4, F4, F4, F4, VVCorrelation is si"nificant at +!+3 level &*/tailed', VCorrelation is si"nificant at +!+? level &*/ tailed'

#o have a better understandin" of the stren"th of associationship bet%een loyalty, propensity to s%itch and response behaviour &both e)ternal and internal' of customers %ith perceived automated service quality, re"ression analysis %as applied! #he results of the same %ere represented in #able/F, #able/4 and #able/>! #he model summary of re"ression bet%een PA2D and loyalty, bet%een PA2D and propensity to s%itch, bet%een PA2D and internal response and bet%een PA2D and e)ternal response e)hibited R* and ad.usted R* &#able/F, #able/4 and #able/>' values to be as !:?+ and ! ::>, <?> and <?F, 3,+ and 3>> and 3?> and 3?F respectively indicatin" that perceived automated service quality &PA2D/independent variable' measures :?!++Q of the

variation in loyalty &dependent variable', <?!>+Q of the variation in propensity to s%itch, 3,!++Q of the variation in internal response and 3?!>+Q of the variation in e)ternal response %hich is considered to be si"nificant enou"h for predictability of the model! A=K-A &#able/F, #able/4 $ table/>' established that the variation sho%ed by the perceived automated service quality %as si"nificant for re"ression conducted %ith loyalty at 3Q level &fU:>!4F3, pT!++3' %ith propensity/to/s%itch &fU<4!:3*, pT!++3' and %ith internal response &fU3,!F33, pT!++3'! #he result of A=K-A for e)ternal response at ?Q level %as si"nificant %ith PA2D &fU3*!,3>, pT!++?'! Re"ression coefficients &#able/ F, #able/4 and #able/>' confirmed a stron" and positive associationship bet%een perceived automated service quality and loyalty &WU!>,3, tU3,!+,>, pT!++3', %ith propensity/to/s%itch &WU!?<3, tU3<!+*,, pT!++3', %ith internal response &WU!3:<, tU<!F3F, pT!++3' and %ith e)ternal response &WU!3<,, tU<!3+3, pT!++?', Tab!e%2: (egression resu!ts between 81-/ and Loya!ty
Model 2ummary R !F43 R* !:?+ ad.usted R* !::> M :>!4F3 A=K-A 2i" !+++ Re"ression coefficients W !>,3 t 3,!+,> si"! !+++

a! Predictor9 Perceived automated service quality &PA2D', b! ependent variable9 Aoyalty Tab!e%4: (egression resu!ts between 81-/ and 8ro'ensity%to%switch
Model 2ummary R !?,, R* !<?> ad.usted R* !<?F M <4!:3* A=K-A 2i" !+++ Re"ression coefficients W !?<3 t 3<!+*, si"! !+++

a! Predictor9 Perceived automated service quality &PA2D', b! ependent variable9 Propensity/to/s%itch Tab!e%:: (egression resu!ts between 81-/ and res'onse 'attern
Response pattern R !:<F R C)ternal response !<3> Model 2ummary R* !3,+ R* !3?> ad.usted R* !3>> ad.usted R* !3?F M 3,!F33 M 3*!,3> A=K-A 2i" !+++ 2i" !++* Re"ression coefficients W !3:< W !3<, t <!F3F t <!3+3 si"! !+++ si"! !++*

Internal response

a! Predictor9 Perceived automated service quality &PA2D', b! ependent variable9 Internal and C)ternal response Kn the basis of the above stated results 03, 0* and 0< are accepted! #he success of CRM as a business philosophy requires the proper synchroni1ation of people, process and technolo"y mi)! #hese are the three key areas that touch the customer! #he CRM performance 2core is taken on the three touch/points, the critical dimensions of CRM9 People, Process $ #echnolo"y &#able/,'! A 4 point Aikert scale %as used to obtain the response from the respondents about the performance of the three CRM dimensions! #he perceived CRM performance &PCRMP' score %as obtained by summatin" the means across all the dimensions of CRM9

(P
i =1

+ PR ) + ( PRS + PRK + PRM ) + (TC + TM + TI + TA + TD )

%here9 PC PR PR2 PRK PRM #C #M #I #A # 9 Performance score on 7People8 dimension over 7Cmpathy8 factor 9 Performance score on 7People8 dimension over 7Responsiveness8 factor 9 Performance score on 7Process8 dimension over 72in"le 6indo% 2ervice8 factor 9 Performance score on 7Process8 dimension over 7Kno% Hour Customer8 factor 9 Performance score on 7Process8 dimension over 7Multi/channel/inte"ration8 factor 9 Performance score on 7#echnolo"y8 dimension over 7Core Bankin" 2ystem8 factor 9 Performance score on 7#echnolo"y8 dimension over 7Mobile Bankin"8 factor 9 Performance score on 7#echnolo"y8 dimension over 7Internet Bankin"8 factor 9 Performance score on 7#echnolo"y8 dimension over 7Auto -endin" Machines8 factor 9 Performance score on 7#echnolo"y8 dimension over 7 i"ital vi"ilance 2ystem8 factor Tab!e%5: 6ritica! di ensions of 6(#
Cmpathy People Responsiveness 26K X2in"le 6indo%Y Process KHC XKno% Hour CustomerY MCI Multi/Channel Inte"rationY 3! Individual attention to customers *! Enderstands specific need of customers <! Cmployees have customers8 best interest at heart 3! Cmployees instill confidence in customers *! Cmployees deals %ith public situation carefully 3! Case of in/premise transaction *! Assorted service ran"e 3! Comprehensive information about customers *! Better se"mentation of customers <! Better understandin" of customers8 demand 3! 2eamless delivery process *! More than one channel to enter into transaction

#echnolo"y

3! CB2 *! Mobile technolo"yIMobile Commerce <! Internet :! Auto -endin" Machine Xin/premise and e)/premiseY ?! i"ital vi"ilance system Xin/premiseY

Multiple re"ression analysis %as performed to assess the stren"th of associationship bet%een perceived automated service quality &PA2D' and critical dimensions of CRM and predictability of CRM dimensions to predict and determine PA2D! A=K-A &#able/ ,' result %as si"nificant for the model &fU?F!>,+, pT!++3'! Re"ression coefficient &#able/ 3+' e)hibited a stron" and positive relationship bet%een PA2D and the CRM critical dimensions namely people &WU!<,>, tU,!4>,, pT!++3', process &WU!:43, tU3*!F3:, pT!++3' and technolo"y &WU!:?3, tU33!?F4, pT!++3'! #o determine the de"ree of multi/ collinearity, the variance inflation factor &-IM' %as computed for each independent variable in re"ression equation! #he results &#able/3+' su""ested that the 72tructural Model for Path Analysis8 is %orth pursuin" as the 7tolerance8 value is over +!*++ for each of the independent variable su""estin" absence of correlation! #he -IM values also did not reveal a considerably hi"h value to 3 confirmin" non/collinearity as -IM values considerably "reater than 3 are indicative of multi/collinearity &=etter et al, 3,,F' and "reater than *!? are cause of concern &Allison, 3,,,' &-IMU3Itolerance'! Tab!e%5: 1<O.1 resu!ts
Model 3 Re"ression Residual #otal 2um of 2quares 3>!>,* ,>!4,+ 3*3!:3F f F F4F F4> Mean 2quare 4!??3 !34, M ?F!>,+ 2i"! !+++a

a! Predictor9 People, Process and #echnolo"y b! ependent variable9 PA2D Tab!e%1;: (egression coefficients
2tandar Enstandardi1e di1ed d Coefficients Coeffici Model ents 2td! B Beta Crror &Constant' :!>>: !34* PCKPAC !*43 !+** !<,> PRKCC22 !<4F !+*: !:43 #CC0=KAK5H !<?? !+** !:?3 ,?Q Confidence Interval Ao%er Epper Bound Bound :!+FF :!F+F !++4 !+F< !+4: !4?, !+3< !3,4 Collinearity statistics #olera -IM nce

2i"!

*4!>4+ ,!4>, 3*!F3: 33!?F4

!+++ !+++ !+++ !+++

!>4+ !,F4 !,*:

3!3?+ 3!+<? 3!+>*

a! ependent variable9 PA2D Bivariate correlation analysis %as performed to understand the relationship bet%een perceived automated service quality &PA2D' and perceived CRM performance &PCRMP'! Murther to this, simple re"ression analysis %as performed usin" the variables

to assess the nature of interdependency bet%een the variables and predictability if any! #he correlation results &#able/33' revealed a stron" and positive relationship bet%een PA2D and PCRMP &rU!*?4VV, pT!++3' Tab!e%11: 6orre!ation between 8-/ and 86(#8
P2D P2D Pearson Correlation 2i"! &*/tailed' = Pearson Correlation 2i"! &*/tailed' = 3!+++ F4, !*?4VV !+++ F4, PCRMP !*?4VV !+++ F4, 3!+++ F4,

PCRMP

VV Correlation si"nificant at +!+3 level &*/tailed' #he results of simple re"ression &#able/3*' displayed a stron" associationship bet%een PA2D and PCRMP as per A=K-A &fU:4!,4,, pT!++3'! #he R square value &!F*,' e)plained a F*!,Q variation bein" measured by PCRMP &independent variable' in PA2D &dependent variable'! #he standardised re"ression coefficient results sho%ed that the perceived automated service quality &PA2D' score have statistical si"nificance and is positively correlated to perceived CRM performance &PCRMP' &WU!*?4, tUF!,*4, pT!++3'! Tab!e%12: (egression resu!ts Re"ression coefficients M 2i"! W t 2i"! R square !F*, !F*> :4!,4, !+++ !*?4 F!,*4 !+++ a! Independent variable9 PCRMP, b! ependent variable9 PA2D R square #he 2tructural equation modelin" &2CM' %as used to test the nomolo"ical validity of the proposed model! Computation of the scores for the individual dimensions C/ 2CR-DEAA, Behavioural Intentions Battery and CRM critical dimensions %ere done by summatin" the ratin"s on their individual scale items %hich %ere used as indicators of the latent C/2CR-DEAA, BIB and CRM items! Confirmatory factor analysis %as used to understand the dimensionality, conver"ence and discriminant validity for each construct to determine %hether all the :* indicators &includin" C/2CR-DEAA, BIB and CRM component performance' measure the construct adequately as they had been assi"ned for! AI2RCA >!>+ pro"ramme %as used to conduct the 2tructural Cquation Modelin" &2CM' and Ma)imum Aikelihood Cstimation &MAC' %as applied to estimate the CMA models! A number of fit/statistics &#able/3<' %ere obtained! #he 5MI, A5MI and =MI scores for all the constructs %ere found to be consistently P!,++ indicatin" that a si"nificant proportion of the variance in the sample variance/covariance matri) is accounted for by the model and a "ood fit has been achieved &Baum"artner and Ad.usted A=K-A

0ombur", 3,,F( 0air et al, 3,,>( 0ulland, Cho% and Aam, 3,,F( Kline, 3,,>( 0olmes/ 2mith, *++*, Byrne, *++3'! #he CMI value for all the constructs %ere obtained as P !,++ %hich indicated an acceptable fit to the data &Bentler, 3,,*'! #he RM2CA values obtained are T +!+> for an adequate model fit &0u and Bentler, 3,,,'! #he probability value of Chi/square is more than the conventional +!+? level &PU+!*+' indicatin" an absolute fit of the models to the data! #he Cronbach8s O values %ere consistently P!4 and hence the scale is reliable &=unnally and Bernstein, 3,,:'! #he factor loadin"s for the items %ere also si"nificant &P!?++'! Tab!e%13: -u
Mactor indicators Cfficiency CM3 CM* CM< CM: CM? CMF CM4 6eb/2ystem 623 62* 62< 62: Commitment CKM3 CKM* CKM< CKM: CKM? 2ecurity 2CC3 2CC* 2CC< Responsivenes RC23 s RC2* RC2< RC2: Contact CK=3 CK=* Z* 4!,* +

ary re'resentation of 6onfir atory Factor 1na!ysis 76F19

df : P/ value +!+4, 5MI +!,?* A5MI +!,F, CMI +!,43 =MI +!,?3 RM2C A +!+43 Mactor loadin" s +!><: +!>*F +!4,3 +!>:: +!4,* +!>43 +!>>4 +!>+, +!43: +!444 +!4>3 : +!+,4 +!,<3 +!,<> +!,F3 +!,?* +!+,+ +!>>3 +!434 +!>?3 +!4FF +!>*< * +!+F3 +!,3, +!,+3 +!,*F +!,<< +!+4F +!>44 +!4*? +!4*, < +!+,, +!,3, +!,*4 +!,?3 +!,3F +!+*: +!>++ +!>+* +!4*< +!43> * +!+43 +!,FF +!,+? +!,4, +!,?, +!+>+ +!443 +!44, +!,+3 +!>43 +!>+* +!,+3 OJ value +!,F3

>!F3 *

<

+!+<3

+!,+3

+!,+?

+!,3F

+!,:3

+!+:3

+!,3*

>!?> ,

:!>* 4

>!:3 3

F!*3 ?

Aoyalty AKH3 AKH* AKH< AKH: AKH: 6ill/to/pay/ 6PM3 more 6PM* Internal I=#R3 response Propensity to P#23 s%itch P#2* C)ternal CN#R3 response CN#R* CN#R< CRM CRM3 CRM* CRM<

,!*3 ,

+!+<3

+!,3,

+!,34

+!,*3

+!,*<

+!+4< +!>>3 +!4>3 +!4+, +!>34 +!>33

+!,*,

4!>, 3 :!3* , F!>4 3 >!4? *

+!+:3

+!,:F

+!,:3

+!,4>

+!,<>

+!+:, +!4,3 +!43?

+!,33

3 *

+!+*4 +!+:?

+!,3> +!,43

+!,3F +!,F<

+!,?: +!,4+

+!,<3 +!,F3

+!+43 +!4+> +!+F: +!>FF +!><4

+!>,3 +!,34

<

+!+F,

+!,??

+!,:<

+!,?,

+!,F4

+!+:, +!4,* +!>33 +!4>3

+!,4>

,!F, <

+!+,3

+!,F4

+!,>3

+!,,3

+!,>4

+!+?3 +!>4< +!>?, +!4>F

+!,,4

2tructural Cquation Modelin" &2CM' %as used to test the relationship amon" the constructs! A number of fit/indices namely Chi/squareIdf U 3*3,I3F4, 5MI U +!,>3, A5MI U +!,4?, CMI U +!,4+, =MIU+!,4<, RM2CAU+!+:*, e)pected cross validation inde) &CC-I'U+!,3> %ere found to be si"nificant! All the *: paths dra%n %ere found to be si"nificant at pT+!+?! #he research model holds %ell &Mi"!*' as the fit/indices supported adequately the model fit to the data! #he double/curved arro%s indicate co/variability of the latent variables! #he residual variables &error variances' are indicated by [ 3, [*, [<, etc! #he re"ression %ei"hts are represented by \! #he co/variances are represented by W! #o provide the latent factors an interpretable scale( one factor loadin" is fi)ed to 3 &0o) $ Bech"er'!

1.7 2

E((ICIE&C$ 1=0.81 9=1.00

10=1.00

1.6 2 LO$ 1=1.00 7=0.88 1.5 7 7 9=0.94 8

5=0.87 2

1.1 4

%E!S$S 2=0.92 7=1.00 12=1.51 3=0.91

!I (")

%2P

2=0.80 1.17 6=0.84 1 3=0.94 1.37 4 SEC)RIT$ COMMIT

8=0.88 11=0.92 I&TR E 1.4 2

PAS 4=0.88 1.0 4

13=1.52 8=0.91 !I (#) 13=0.83 12=1.00

P2S

10

1.19 5 RESPO&SE 4=0.87 1.69 6 CO&TACT

5=0.82

10=0.92 1.3 E'TR 7

6=0.84 14=1.12 15=1.19

11

16=1.18

PEOPLE

PROCESS

TECH

14=1.16 11=0.91

15=1.41

16=1.19 12=0.89

13=0.96

Fig.2: -tructura!

ode! showing the 'ath ana!ysis using -,#

2. 6onc!usion Bein" the lar"est nationali1ed public sector bank of India, the moderni1ation and automation of 2tate Bank of India &2BI' had been a si"nificant event! 2BI has become the face of Indian electronic bankin"! #he "eo"raphic reach and penetration of 2BI has been astoundin" and at present due to rapid proliferation of information communication technolo"ies &IC#s', particularly the internet services across the len"th and breadth of the country, the automated &electronic' bankin" services penetrated the rural "eo/ demo"raphic domain of India! #he core/bank/system of 2BI has chan"ed the perception of bankin" and vis/G/vis quality perception! #he study revealed that the automated service quality dimensions %hich proved to be si"nificant in perceivin" quality are efficiency, %eb/system, commitment, security, responsiveness and contact! #he study also revealed that the rural customers of 2BI had adopted the automated bankin" services and the perceived quality of the same is acceptable enou"h to depict favourable behavioural intentions as it reflected attitudinal loyalty, %illin" to pay more for services and addressin" problems to internal customers i!e! the 2BI bankers only! Behavioural intentions of surveyed 2BI customers reflected ne"ative attitude to%ards propensity to s%itch and lod"in" e)ternal responses namely spreadin" ne"ative connotations about the or"anisation %hich further substantiated customer satisfaction %ith the automated service quality actually delivered by their bank! #he Customer Relationship Mana"ement &CRM' practice initiated by 2BI seemed to have properly inte"rated %ith their automated operational procedures as the CRM components namely people &bankers', process &service delivery mechanism' and technolo"y &service delivery drivers' %ere found to influence the perceived automated service quality of customers in a positive %ay! #he perceived CRM performance %as found to establish a si"nificant relationship %ith the perceived automated service quality %hich has future mana"erial implication to%ards strate"ic imperatives %ith re"ard to desi"n, personali1ation, communication and delivery of ne% services! #he proposed research model also came throu"h as the model constructs fit the data thereby establishin" a cause and effect relationship bet%een the variables! #he study %as indicative of the "radual shift and subsequent adoption of automated bankin" services in a semi/ urbanIrural set up! #he study had "eo"raphical limitations as it has been restricted to t%o specific semi/ urbanIrural places in 6est Ben"al, %hich in future, can be %idened to obtain a more "enerali1ed conclusion! In future the study can introduce intermediary variables like customer satisfaction or terminal variables like value perception( brand ima"e etc! as there is a stron" requirement of service differentiation and customi1ation on the basis of these variables

(eferences
Alkibsi, 2! and Aind, M!, *+33, 7Customer perceptions of technolo"y/based bankin" service quality provided by banks operatin" in Hemen8, Curopean, Mediterranean $ Middle Castern Conference on Information 2ystems *+33 &CMCI2*+33' May <+/<3 *+33, Athens, 5reece Allison, P! ! 3,,,, 7Cvent 0istory Analysis9 Re"ression for Aon"itudinal Cvent Park, CA9 2a"e Publications! &Pp! ,/:*'! XC0AY ata8, =e%bury

Al/ha%ari, M!, 0artley, =!, $ 6ard, #!, *++?, 7Measurin" Banks8 Automated 2ervice Duality9 A Confirmatory Mactor Analysis Approach8, Marketin" Bulletin, 3F&3'! Al/0a%ari, M! and 6ard, #! *++F, 7#he effect of automated service quality on Australian banks8 financial performance and the mediatin" role of customer satisfaction8, Marketin" Intelli"ence $ Plannin", *:& *', pp! 3*4/:4! Avkiran, =! K!, 3,,:, 7 evelopin" an Instrument to Measure Customer 2ervice Duality in Branch Bankin"8, International @ournal of Bank Marketin"! 3*&F', pp! 3+/3>! Baum"artner 0, 0ombur" C 3,,F! 7Applications of structural equation modelin" in marketin" and consumer research9 A revie%8, International @ournal of Research in Marketin", 3<, pp!3<,/ 3F3! Bentler PM 3,,*, 7Kn the fit of models to covariances and methodolo"y to the Bulletin8, Psycholo"ical Bulletin, 33*&<', pp!:++/:! Broderick, A!@ $ 2! -achirapornpuk *++*, 72ervice quality in Internet bankin"9 #he importance of customer role8, Marketin" Intelli"ence $ Plannin", *+&F', pp!<*4 / <<?! Buckley @ *++<! C/service and the public sector! Mana"in" 2ervice Duality, 3<&F', pp! :?</ :F*! Buttle, M! *++3! ]#he CRM -alue Chain^! http9II%%%!crm/forum!com &accessed on 3,/+4/*++>' Byrne, B! M! *++3 2tructural Cquation Modelin" %ith AMK2 / Basic Concepts, Applications, and Pro"rammin"!ACA, I2B= +/>+?>/:3+:/+ CRM 5uru *++F, 7#he top five tips for CRM strate"y8, http9II%%%!crm/"uruIthe/top/five/tips/for/ crm/strate"y!php &accessed on 3F/+4/*++> Cronin, @!, and #aylor, 2!A!, 3,,*, 7Measurin" service quality9 A re/e)amination and e)tension8, @ournal of Marketin", ?F, @uly, pp!??/F4! Cronin, @! and #aylor , 2! A! 3,,:, 72CR-PCRM versus 2CR-DEAA9 Reconcilin" Performance/ Based and Perceptions/Minus/C)pectations Measurement of 2ervice Duality8, @ournal of Marketin", ?>, &@anuary' pp! 3*?/3<3! Crosby A A and 2tephens =, 3,>4!, 7Cffects of Relationship Marketin" on 2atisfaction, Retention, and Prices in the Aife Insurance Industry8, @ournal of Marketin" Research, =ovember, -ol! 3:, pp! :+:/33!

abholkar P 3,,:! 7#echnolo"y based service delivery8, Advances in 2ervice Marketin" and Mana"ement, <&3', pp!*:3/*43! abholkar,P! 3,,F, 7Consumer evaluations of ne% technolo"y/based self/service options9 An investi"ation of alternative modes of service quality8, International @ournal of Research in Marketin"! 3<&3', pp! *,/?3 ekimpe, M!5!, 2teenkamp, @!C!M!, Mellens, M! and Abeele, P!-! 3,,4, ] ecline and variability in brand loyalty^, International @ournal of Research in Marketin", ?&3:', pp! :+?/*+! Cric, P! @!, #om A! B!, $ Charles, C! M! *++F! Kperational challen"es in call center Industry( a case study and resource based frame%ork, Mana"in" 2ervice Duality @ournal, pp! :44/?++! Cvans, @! R!, $ Aaskin, R! A! 3,,:, 7#he relationship marketin" process9 A conceptuali1ation and application8, Industrial Marketin" Mana"ement, *<&?', pp! :<,/:?*! 5efen, ! *++*, 7Customer loyalty in e/commerce8, @ournal of the Association for Information 2ystems, -o!<, pp! *4/?3! 5errard P, Cunnin"ham @B *++<! 7#he iffusion of Internet Bankin" amon" 2in"apore Consumers8, International @ournal of Bank Marketin", *3&3', pp!3F/*>! 5urau C! *++<!, 7#ailorin" e/service quality throu"h CRM8, @ournal Mana"in" 2ervice Duality= 3<&F', pp! ?*+/?<3! 5rabner/Kraeuter, 2on.a and 5ernot Moedritscher! *++*! ]Alternative Approaches #o%ard Measurin" CRM Performance^! Paper presented at the 2i)th Research Conference on Relationship Marketin" and Customer Relationship Mana"ement, Atlanta, E2A, *++* 5ray, P! and Byun, @ *++3, 7Customer Relationship Mana"ement8, Centre for Research on Information #echnolo"y and Kr"ani1ations, Eniversity of California 5rBnroos, C! 3,>*, 72trate"ic Mana"ement and Marketin" in the 2ervices 2ector8, Marketin" 2cience, Cambrid"e, MA! 0air, @!M!, Anderson, R!C!, #atham, R!A! and Black, 6!C! 3,,>, 7Multivariate data analysis8, ? th edition, Prentice 0all, Epper 2addle, =e% .ersey! 0an1aee, K!0! and 2ade"hi, #!, *+3+, 7Customer satisfaction &C2Ms' %ith online bankin" services in an Islamic country9 I!R! Iran8, @ournal of Islamic Marketin", 3&<', pp!*:,/*F4 0eide, @! B! 3,,:, 7Interor"ani1ational "overnance in marketin" channels8, @ournal of Marketin", ?>&3', pp! 43/>?! 0enderson @, Mc5oldrick C $ McAdam R, *++<! A critical revie% of e/service in =orthern Ireland Clectricity! Mana"in" 2ervice Duality, 3<&F', pp!:F</:4+! 0ernande1, @os_ Mauro C, Ma11on @os_ Afonso *++4! 7Adoption of Internet Bankin"9 Proposition and Implementation of an Inte"rated Methodolo"y Approach8, International @ournal of Bank Mana"ement, *?&*', pp!4*/>>!

0olmes/2mith P *++*, 7Applied 2tructural Cquation Modelin"8, Canberra! 0u A, Bentler PM 3,,,, 7Cutoff criteria for fit inde)es in covariance structure analysis9 conventional criteria versus ne% alternatives8, 2tructural Cquation Modelin", F&3',pp!3/?? 0ulland @, Cho% H0, Aam 2 3,,F! 7Ese of causal models in marketin" research9 A revie%8, International @ournal of Research in Mana"ement, 3<&*', pp!3>3/3,4 0o) and Bech"er, 7An introduction to structural equation modelin"8, Mamily 2cience Revie%, 33, pp! <?:/<4< @acoby, @!, $ Kyner, !B!, 3,4<, 7 Brand loyalty versus repeat purchase behavior8, @ournal of Marketin" Research, 3+&3', pp! 3/,! @oseph M $ 2tone 5! *++<, 7An empirical evaluation of E2 bank customer perceptions of the impact of technolo"y in service delivery in the bankin" sector8, International @ournal of Retail $ istribution Mana"ement, <3&:', pp!3,+/*+*! @ulian, C! C! and B! Ramaseshan 3,,:, 7#he role of customer/contact personnel in the marketin" of a retail bank`s services8, International @ournal of Retail $ istribution Mana"ement, ?, pp! *,/<:! Kearns, ! and ! =adler! 3,,* 7Prophets in the ark9 0o% Nero) Reinvented Itself and Beat Back @apanese8, =e% Hork9 0arper Collins Publishers! Keaveney, 2usan M! 3,,?! Customer s%itchin" behavior in service industries9 an e)ploratory study! @ournal of Marketin", ?,, 43/>*! Khan, M!2! and 2!2! Mahapatra, *++,, 72ervice quality evaluation in internet bankin"9 an empirical study in India8, International! @ournal Indian Culture and Business Mana"ement, *&3', *++,, pp!<+/:F Kline, R! B! 3,,>! Principles and practices of structural equation modelin"! =e% Hork9 5uilford! Aaforet 2ylvie, Ai Niaoyan *++?! 7Consumers8 Attitude #o%ards Knline and Mobile Bankin" in China8, International @ournal of Bank Mana"ement, *<&?', pp!<F*/<>+! Aans, B!, $ Col"ate, M!, *++<, 7Relationship quality, on/line bankin" and the information technolo"y "ap8, International @ournal of Bank Marketin", *3&3', pp!*,/<4! Ain, @!2!C!, and 0siech, P!*++F, 7#he role of technolo"y readiness in customer perception and adaptation of self/service technolo"ies8, International @ournal of 2ervice Industry Mana"ement, 34&?', pp!:,4/?34! Alosa, 2!, Chandon, @!A!, and Krsin"her, C!, 3,,> 7An empirical study of 2CR-DEAA8s dimensionality8, #he 2ervice Industries @ournal, 3>&*', pp!3F/::! Aoiacono, C!#!, 6atson, R!#! and 0oodhue, !A! *++*, 76CBDEAA9 Measure of %ebsite quality8, *++* Marketin" Cducators Conference9 Marketin" theory and applications, 3<, pp!:<*/ :<4!

Macintosh, 5!, $ Aockshin, A! 2! 3,,4, 7Retail relationships and loyalty9 A multi/level perspective8, International @ournal of Research in Marketin", 3:&?', pp! :>4/:,4 Malhotra, P! and 2in"h, B! *++4 7 eterminants of internet bankin" adoption by banks in India8, Internet Research, 34&<', pp!<*<J<<,! Meuter, M!, Kstrom, A!, Roundtree, R!, $ Bitner, M!, *+++, 72elf/service technolo"y9 Enderstand customer satisfaction %ith technolo"y/based service encounters8, @ournal of Marketin", F:&<', pp! ?+/F:! Mukher.ee A, =ath P *++<! 7A Model of #rust in Knline Relationship Bankin"8, International @ournal of Bank Mana"ement, *3&3', pp!?/3?! ="uyen #, 2herif @ and =e%by M *++4, 72trate"ies for successful CRM implementation8, Information mana"ement and Computer security, 3?&*', pp! 4F/,? =unnally, @!C! and Bernstein, 0, 3,,:, 7Psychometric #heory8, =e% Hork, Mc5ra%/0ill Kliver, Richard A! 3,>3, 7A Co"nitive Model of the Antecedents and Consequences of 2atisfaction ecisions8, @ournal of Marketin" Research 34 &2eptember'9 pp!:F+/:F,! Parasuraman, A!, Berry, A! A! and ;eithaml, -! A! 3,>?, 7A conceptual model of service quality and its implications for future research8, @ournal of Marketin" &pre/3,>F', :,, :3/?+! Parasuraman, A!, ;eithaml, -! A! and Berry, A! A! 3,>>, 7A multiple/item scale for measurin" consumer perceptions of service quality8, @ournal of Retailin", F: &2prin"', pp!3*/<4! Parasuraman, A!, Berry, A! A! and ;eithaml, -! A! 3,,3 7Refinement and reassessment of the 2CR-DEAA scale8, @ournal of Retailin", F4&:', pp!:*+/:?+! Parasuraman, A!, ;eithaml, -! and Berry, A!A! 3,,:, 7Reassessment of e)pectations as a comparison standard in measurin" service quality9 implications for future research8, @ournal of Marketin", ?>, @anuary, pp! 333/*:! Parasuraman A, ;eithaml - $ Malhotra A *++?, 7C/2/DEAA9 A Multiple/Item 2cale for Assessin" Clectronic 2ervice quality8, @ournal of 2ervice Research, 4&<', pp!*3</*<: Patricio A, Misk R $ Cunha @ *++<, 7Improvin" satisfaction %ith bank service offerin"s9 measurin" the contribution of each delivery channel8, Mana"in" 2ervice Duality, 3<&F', pp!:43/ :>*! Pen", A! H! $ 6an", D!, *++F! Impact of Relationship Marketin" #actics &RM#s' on 2%itchers and 2tayers in a Competitive 2ervice Industry, @ournal of Marketin" Mana"ement, **, pp!*?/?,! Radecki A, 6ennin"er @ $ Krlo% 3,,4, 7Industry structure9 Clectronic elivery`s Potential Cffects on Retail Bankin"8, @ournal of Retail bankin" 2ervice, 3,&:', pp!?4/F<! Ramsay @ $ 2mith M 3,,,, 7Mana"in" customer channel usa"e in the Australian bankin" sector8, Mana"erial Auditin" @ournal, 3:&4', pp!<*,/<<>!

Reinart1, 6! @!! $ Kumar, -! *++<, 7#he impact of customer relationship characteristics on profitable lifetime duration8, @ournal of Marketin", F4&3', pp! 44/,,! Ravi, -!, Mahil, C! and -idya 2a"ar, =! *++4 7Profilin" of internet bankin" users in india usin" intelli"ent techniques8, @ournal of 2ervices Research, F&*', pp!F3J4<! Ro%ley, @!, $ a%es, @! *+++, 7 isloyalty9 A closer look at non/loyals8, @ournal of Consumer Marketin"! 34&F', pp! ?<>/?:,! Rust, R!#! and A!@! ;ahorik 3,,<, 7Customer 2atisfaction, Customer Retention and Market 2hare8, @ournal of Retailin", F,&*', pp!3,</*3?! Ruyter K, 6et1els M $ Klei.nen M! *++3, 7Customer adoption of e/service9 an e)perimental study8, International @ournal of 2ervice Industry Mana"ement, 3*&*', pp!3>:/*+4! 2antos, M! *++<, 7C/service Duality9 A Model of -irtual 2ervice Duality 2ervice Duality 3<&<', pp! *<</*:F! imensions,8 Mana"in"

2heth, =! @!, $ Parvatiyar, A! 3,,?, 7Relationships marketin" in consumer markets9 Antecedents and consequences8, @ournal of Academy of Marketin" 2cience, *<&:', pp! *??/*43! 2oon, 0! 2!, *++4! An Cmpirical Analysis on the operational Cfficiency of CRM call centers in Korea, Call center Industry Research Center! 21ymanski $ 0ise R!, *+++, 7e/satisfaction9 an initial C)amination8, @ournal of Retailin", 4F&<', pp! <+,/<**! #a), 2tephen 2! $ Bro%n, 2tephen 6! 3,,>a! Recoverin" and learnin" from service failures! 2loan Mana"ement Revie%, :+, 4?/>>! #ei.lin"en, C! R( -! 0undley *++3, 7#he importance of pilot studies8, 2ocial research EP A#C,!<?, http9IIsru!soc!surrey!ac!ukI2RE<?!html &accessed on 3F/3*/*++,' 6einstein, Art! $ @ohnson, 6illiam C! 3,,,c, 7 esi"nin" and deliverin" superior customer value9 concepts, cases, and applications! Boca Raton9 CRC Press AAC! p!33,a,33,b,334c,33,d,3*:/ 3*Fe,3*Ff,3*4"! 6olfinbar"er, M!M! and 5illy, M!C! *++*, 7comD9 imensionali1in", Measurin" and Predictin" Duality of the C/tail e)perience,8 6orkin" paper, Marketin" 2cience Institute, Cambrid"e, M!A!, pp!+*/3++ Han", ; and Man", ;, *++:, 7Knline services quality dimension and their relationships %ith satisfaction9 a content analysis of customer revie%s of securities brokera"e services8, #he International @ournal of Bank marketin", 3?& '<, pp! 3>,/*+F Hoo, B! and onthu, =! *++3, 7 evelopin" a scale to measure perceived quality of an Internet shoppin" site &2I#CDEAA'8, Duarterly @ournal of Clectronic Commerce, *&3', pp!<3/:F ;eithaml, Berry and Parasuraman, 3,,F 7#he Behavioral Consequences of 2ervice Duality,8 @ournal of Marketin", April 3,,F, F&*', pp! <3/:F!