Impact of Banking Relationship Characteristic on Service Quality Dimensions and Customer Retention

This research study is to find out the moderating impact of customer’s relationship characteristics with each service quality dimension (Tangibility, Reliability, Responsiveness, Assurance, and Empathy) and customer retention, Respondents would be the users of a bank. Sample size of this research study is 500. The positivist research philosophy approached is used as the structured questioner was developed and distributed for the data collection. Personal administrated questionnaire was distributed and collect the questionnaire from them. Result showed that all service quality dimensions are also studies differently to test the customer relationship characteristics moderating role. The findings have shown that every dimension of service quality has significant positive relationship with customer retention in presence of customer relationship characteristics. Customer relationship characteristics is also tested as moderators with service quality (tangibility, reliability, responsiveness, assurance and empathy) and found significant.