Assessing the Effects of Experiential Quality on Behavioural Intention of Customers in Banking Services: The Moderating Role of Experiential Satisfaction

This article investigates the relationship between experiential quality and behavioural intention of the consumers towards banking services during the pandemic situation. The study also examines the role of experiential satisfaction as a moderator between experiential quality and behavioural intentions. The data are collected through a self-administered structured questionnaire from 560 account holders of public sector banks in India. The data are analysed using PLS-SEM to find the empirical results of the study. The results indicate that the experiential quality positively and significantly influence the behavioural intention of the consumers towards banking services during the crises. Moreover, it is also revealed that experiential satisfaction moderate the relationship between experiential quality and behavioural intention of consumers in public sector banks.