Author(s): Bhavna Kaura Ohri, Monika Hanspal
This paper aims to examine the variables involved in improving the behavioral intention of customers through perceived service quality (PSQ), with a focus on gold loans. The authors collected data from 600 usable responses from Northern India. The data was analysed by structural equation modelling using analysis of moment structures (AMOS). The results indicate that 5 dimensions, along with 2 new sub-dimensions of PSQ, contribute to the raised levels of customer satisfaction (CS), working as a mediating variable, which in turn triggers Behavioral Intention (BI) positively in gold loan customers. This study provides valuable insights for banking institutions to improve collateralised loan services. The identified drivers propose that achieving widespread recognition of these factors necessitates implementing many secured loans especially gold loans to enhance BI. The contribution lies in providing a holistic study of PSQ drivers and the mediating role of CS in enhancing overall BI. This study is a new endeavour in gold loan studies, involving all major financial institutions like public sector banks, private sector banks and NBFC’s, since it combines new dimensions of PSQ, CS and BI into a unified research model and tests it through empirical data. This study explores topics in research that have not been studied before by examining the interconnections between these variables with the context to gold loan.