An Empirical Research Using PLS-SEM to Investigate the Relationship Between Service Quality Dimensions, Emotional and Behavioral Consumers in The Banking Sector

This study explores the influence of service quality on bank customers' emotional and behavioural responses, emphasising its significance in refining customer relationship management. The research employs Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyse data from 213 bank customers through organised questionnaires. The study aims to authenticate a proposed conceptual model that inspects the relationships between different dimensions of service quality and their effects on customer emotions and behavioural intentions. The findings essentially check the hypothesised relationships, with one notable exception: tangible service elements, such as physical facilities and appearance, do not significantly affect customers' emotional responses during service encounters. However, other dimensions of service quality, particularly those related to well-informed and receptive staff, play a crucial role in determining customer emotions and subsequent behaviours. The findings indicate that high-quality service fosters positive emotional experiences, enhancing customer satisfaction, trust, and loyalty. This study offers novel insights into how service quality affects customer perceptions and behaviours in the banking sector. Unlike previous research on overall satisfaction, this study climaxes the distinct role of emotional engagement in influential behavioural outcomes. The practical implications are essential for banks seeking to improve their service strategies. By investing in staff training, enhancing responsiveness, and fostering a customer-centric approach, banks can strengthen emotional influences with customers, ultimately leading to increased retention and long-term loyalty.