THE IMPACT OF INTELLIGENT BRANCH, SERVICE INNOVATION, AND PERCEIVED SERVICE QUALITY ON BANKING RETAIL FINANCIAL PERFORMANCE

Abstract This study investigates the impact of intelligent branch, service innovation, and perceived service quality on banking retail financial performance in China. The study utilizes data from 80 urban commercial banks from 2020 to 2022. The study finds that all three factors have a positive impact on financial performance. Additionally, service innovation and intelligent branch have a positive impact on perceived service quality. These findings suggest that urban commercial banks in China can improve their financial performance by focusing on service innovation, intelligent branch, and perceived service quality. Found that All factors intelligent branch, service innovation, and perceived service quality have a positive impact on the financial performance of urban commercial banks in China. Service innovation and intelligent branch also have a positive impact on perceived service quality.