The Indian banking industry has experienced major changes driven by rapid digital advancement, growing market competition, and evolving customer expectations. Under these conditions, service quality has emerged as a key determinant in developing and maintaining customer loyalty. Conventional service quality models, including SERVQUAL, developed by Parasuraman, Zeithaml, and Berry (1988), mainly emphasises physical and interpersonal service dimensions and therefore may not adequately reflect the characteristics of digital banking services. This study introduces an extended framework that combines traditional service quality dimensions with digital service quality factors to evaluate their impact on customer loyalty in Indian banks. The proposed framework integrates tangibility, reliability, responsiveness, assurance, and empathy with digital attributes such as system dependability, user convenience, security, privacy, and digital responsiveness. Customer satisfaction is treated as a mediating variable linking service quality and customer loyalty. The study seeks to provide a holistic understanding of how integrated service quality dimensions influence customer loyalty within the rapidly evolving Indian banking landscape. The findings are expected to offer practical insights for banking professionals and policymakers in formulating service quality strategies aimed at strengthening customer retention and long-term customer relationships.
Patel et al. (Sat,) studied this question.