Exploring Link between Automated Service Quality, Customer Satisfaction and Behavioural Intentions with CRM Performance Indexing Approach

Customer relationship management (CRM) has emerged as a proactive business process that encapsulates people, process and technology in unification to create an environment of conjugal transaction between the service provider and the recipient, which surpasses the transactional model of marketing. Automation in service designing and delivery process has redefined the perceived service quality dimensions and their significance to influence the behavioural outcomes of the consumers, with specific reference to attitudinal loyalty and propensity to switch. This paper attempts to explore the logical network between perceived automated service quality (PASQ), customer satisfaction (CS) and the subsequent behavioural intentions (BIs), with particular reference to customers’ attitudinal loyalty and their intention to switch or defect from their present service provider. The study further attempts to link PASQ, CS and BI with a novel concept of CRM performance indexing (CRMI). The cross-sectional study was carried out with the customers of State Bank of India at Asansol, Durgapur, Bolpur and Santiniketan in West Bengal, India. The study used structural equation modeling (SEM) to explore and validate the nomological relationship between the variables. The study confirmed relationship between PASQ and CS, and went on to justify CS as an antecedent to positive BIs. CRMI also proved to be a quantitative determinant to the PASQ-CS-BI link. The proposed model holds good on the basis of a number of goodness-of-fit statistics.