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International Journal of Creative and Open Research in Engineering and Management

A Peer-Reviewed, Open-Access International Journal Supporting Multidisciplinary Research, Digital Publishing Standards, DOI Registration, and Academic Indexing.
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ISSN: 3108-1754 (Online)
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ISO Certification: 9001:2015
Publication Fee: 599/- INR
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License: CC BY 4.0
Peer Review: Double Blind
Volume 02, Issue 7

Published on: July 2026

“BEYOND SERVQUAL: INTEGRATING TRADITIONAL AND DIGITAL CUSTOMER SERVICE QUALITY FOR ENHANCED BANKING SATISFACTION”

Khushboo Narang

Department of Business Intelligence B.K. School of Professional and Management Studies

Gujarat University
DOI:https://doi.org/10.55041/ijcope.v2i7.039

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Plagiarism Passed Peer Reviewed Open Access

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Abstract

The banking sector is shifting fast because of technology and what customers want. This means that the banking sector has to provide service or customers will not be happy with the banking sector. The banking sector has to make sure that customers are satisfied, with the banking sector. This study examines the impact of Service Infrastructure Quality, Operational Excellence, Customer Relationship Quality and Digital Banking Quality on Banking Satisfaction in terms of the customer experiences at selected banks. By incorporating both traditional and digital aspects of service quality within one framework, the aim is to provide a comprehensive view of Banking Satisfaction in modern-day banking. A quantitative research design was used to collect primary data through a structured survey from a sample of 309 banking consumers. The KMO measure indicated a value of 0.972 and Bartlett's Test was statistically significant, confirming that the data supports the use of factor analysis. The extracted factors accounted for 71.75% of the total variance. A statistically significant positive correlation between all the study variables and the multiple regression analysis results showed that the proposed dimensions of service quality explained 67.2% of the variance in Banking Satisfaction (R² = 0.672) and that the overall regression model was statistically significant (F = 155.416, p < 0.001). The results of independent samples t-test were significant for gender differences in Banking Satisfaction but a one-way ANOVA was not significant for age group differences. Customers believe that Customer Service Quality has multiple dimensions including both Traditional and Digital Banking Services; however Digital Banking Quality is an important part of the overall customer satisfaction. This study has also extended SERVQUAL to include digital service quality and provides important theoretical and managerial implications for increasing customer satisfaction and developing a sustainable competitive advantage for Banks.

Keywords: Banking Satisfaction, Customer Service Quality, Digital Banking Quality, Operational Excellence, SERVQUAL

How to Cite this Paper

Narang, K. (2026). “Beyond SERVQUAL: Integrating Traditional and Digital Customer Service Quality for enhanced Banking Satisfaction”. International Journal of Creative and Open Research in Engineering and Management, <i>02</i>(7). https://doi.org/10.55041/ijcope.v2i7.039

Narang, Khushboo. "“Beyond SERVQUAL: Integrating Traditional and Digital Customer Service Quality for enhanced Banking Satisfaction”." International Journal of Creative and Open Research in Engineering and Management, vol. 02, no. 7, 2026, pp. . doi:https://doi.org/10.55041/ijcope.v2i7.039.

Narang, Khushboo. "“Beyond SERVQUAL: Integrating Traditional and Digital Customer Service Quality for enhanced Banking Satisfaction”." International Journal of Creative and Open Research in Engineering and Management 02, no. 7 (2026). https://doi.org/https://doi.org/10.55041/ijcope.v2i7.039.

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References


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  • •Peer Review Type: Double-Blind Peer Review
  • •Published on: Jul 05 2026
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