abstract

This study makes a significant contribution to the understanding of service quality by examining the effects of Customer Relationship Management (CRM) dimensions through the lens of Resource-Based View (RBV) theory. A quantitative approach was employed, gathering data from general bank users in India. The data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results revealed that CRM key customer focus, CRM knowledge management, and CRM-based technology positively influenced service quality. However, the CRM organization dimension was found to have a negative impact on service quality. These findings offer valuable insights into the Indian banking sector and may serve as a reference for global banks in similar situations aiming to enhance their service quality.