Service Quality and Customers' Complaining Behavior: A Study of the Indian Banking Sector

Abstract

This study explores the linkage between customer-perceived service quality and customers' complaining behavior and its implications for the service provider. A modified SERVQUAL instrument was used to capture customers' perceptions of service quality followed by exploratory factor analysis to study the dimensionality of service quality. Multiple regression results provide strong support for the predictive power of perceived dimensions of service quality on customers' complaining behavior and shows that employee attitude is most important for influencing customers' complaining behavior, followed by reliability, tangibles, and convenience. Implications for the service provider are discussed. © 2014 Copyright © Taylor & Francis Group, LLC.