Linking CRM Enabled Automated Service Quality and its Behavioural Consequences Using Structural Equation Modeling

The service sector has experienced a tremendous impact as technology-enabled services stimulated a shift in perception of service quality with renewed dimensions and their subsequent effects on the behavioural outcomes of the consumers. Technology integration with service delivery mechanism has been further fine-tuned with the adoption of a business philosophy namely Customer Relationship Management (CRM). This paper attempts to explore the relationship between automated service quality and its behavioural consequences in a relatively novel business-philosophy dominated environment - Customer Relationship Management. State bank of India (SRI) at Bolpur, West Bengal was selected for the study. The study used structural equation modeling (SEM) to justify the proposed model construct. The results revealed a significant relationship between the perceived automated service quality and favourable behavioural intentions namely loyalty, willing to pay more price for enhanced services etc. The study is significant considering the dearth in research focus involving the gradual penetration and subsequent adoption of automated services in rural areas of West Bengal and its behavioural output.