Looking beyond transactions: decoding the role of service innovation, relationship commitment and fairness in driving customer satisfaction in retail banking

Purpose A significant increase in the number of private sector banks has intensified the level of competition in the Indian banking industry (IBI). This increase in the number of banks has a considerable impact on the existing players, which calls for prioritizing customer satisfaction (CS) and enhancing bank reputation (BR). Our study seeks to investigate the enablers of CS and BR in the IBI. Design/methodology/approach The study adopted a cross-sectional design for gathering responses from retail bank customers across the selected banks through a structured questionnaire. Structural equation modeling (SEM) was utilized to evaluate direct and indirect linkages among the identified constructs by examining mediating and moderating effects. Findings The study puts forward crucial antecedents of CS and BR. The findings exhibit that perceived trust (PT) and relationship commitment (RC) magnify CS and BR, respectively, while CS amplifies repurchase intention (RI). The study advances that BR and CS partially mediate between the underlying constructs. In addition, fairness and risk exhibit moderating effects between CS and customer repurchase intention (CRI) and BR and CRI. Research limitations/implications The study illustrates the crucial enablers of BR, CS and CRI that may assist banking professionals in enriching customer experience and holding on to their customers. Originality/value There is a shortage of research on RC, service innovation (SI) and BR in the IBI. Accordingly, our study builds on the prior studies by considering these constructs using a comprehensive conceptual framework by extending the application of signaling theory (ST) in the banking domain and scrutinizing the dual moderating effects of fairness and risk.