Prediction of overall satisfaction, affective attitude and future behavioural intentions using SERVQUAL - an empirical study of Australian retail banking

Chris Baumann, Suzan Burton, Greg Elliott, Hugo Kehr

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

Abstract

This study analyses prediction of overall satisfaction, affective attitude and future behavioural intentions using the five SERVQUAL dimensions. Five models were developed explaining 62% of the variation in overall satisfaction and 72% of affective attitude. Models predicting future behavioural intentions could explain 71% in terms of word of mouth, 43% in terms of short-term and 46% of the variation of long-term intentions to remain a customer of the bank. The results also suggest that SERVQUAL is an adequate construct to predict affective attitude and overall satisfaction, yet has limited explanatory power in direct prediction of future behavioural intentions. The latter are predominantly predicted by affective attitude and overall satisfaction.
Original languageEnglish
Title of host publicationProceedings of Academy of Marketing Science International Retailing Conference
EditorsB. Babin
Place of PublicationAthens, Georgia, USA
PublisherAcademy of Marketing Science
Number of pages22
Publication statusPublished - 2005
EventAcademy of Marketing Science International Retailing Conference - Reims, France
Duration: 1 Jul 20052 Jul 2005

Conference

ConferenceAcademy of Marketing Science International Retailing Conference
CityReims, France
Period1/07/052/07/05

Keywords

  • retail banking
  • attitude
  • satisfaction
  • behavioural intentions
  • loyalty
  • SERVQUAL

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