Exploring the Retail Banking Setting in a Conflict-Ridden Context: A Moderated Mediation Model

Using structural equation modeling with a sample of 540 retail bank customers, the study reveals significant direct and indirect effects of service quality and CRM on customer satisfaction and loyalty in the presence and absence of the control variables. Notably, the inclusion of CSR associations as a moderator does not yield significant direct or indirect effects. These findings underscore the importance of prioritizing service quality and CRM enhancement in the retail banking sector while strategically leveraging CSR initiatives. In a conflict-ridden context, understanding the complex interplay of these factors is crucial for fostering customer loyalty and trust. ------- Customer relationship management was measured using the following items: CRM1, CRM2, CRM3, CRM4, CRM5. Service quality was measured using 5 items: ServQ1, ServQ2, ServQ3, ServQ4, ServQ5. Customer satisfaction was measured using the 5 items: Satisfaction1, Satisfaction2, Satisfaction3, Satisfaction4, Satisfaction5. Customer loyalty was measured using the 5 items: Loyalty1, Loyalty2, Loyalty3, Loyalty4, Loyalty5. CSR associations were measured using the 4 items: CSR_Ass1, CSR_Ass2, CSR_Ass3, CSR_Ass4. The following represents the interaction terms: CSR_Association X Service_Quality CSR_Association X Customer_Satisfaction CSR_Association X CRM