Validation of three-path mediation modelling of service quality and behavioural intention relationship in retail banking

Customers have been engaging and represent one of the complex components of business. To comprehend and decode customers is a demanding yet significant task. Modern marketing has been hugely emphasising retaining customers (Reichheld and Sasser, 1990) for which positive behavioural intention formation is a must (Ahmad et al., 2020). Several authors and researchers have established the link between the variables of service quality (SQ), customer perceived value (CPV), customer satisfaction (CS), and behavioural intention (BI) with different permutations and combinations in banking and other service sectors, however, a study considering all the above four variables simultaneously is not established. Yadav et al. (2014) explored the relationships among the above-mentioned four variables but did not provide empirical evidence. The present paper attempts to validate the relationship among the above-laid constructs in the context of retail banking.