Automation in service delivery has increased the consumers’ expectation with regard to service quality and subsequently the perception of the same. Technology-driven services redefined quality dimensions and their subsequent impact on the behavioural outcomes of the consumers with specific reference to attitudinal loyalty and propensity to switch. Customer Relationship Management (CRM) has further reinforced the operational aspects of a service provider by integrating the behavioural perspectives with technology. This paper attempts to explore the nomological link between automated service quality and its behavioural consequences with specific reference to consumers’ attitudinal loyalty and their intention to switch or defect from their present service provider. The study further takes into consideration the moderating effects of the performance of the dimensions and attributes of customer relationship management by introducing a novel approach to CRM performance indexing. 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 assess and validate the nomological relationship between the variables.

The dimensions of service quality and their relationship with the behavioral pattern of customers have received immense importance in the banking sector. The relational impact of service quality on customers’ propensity to switch from their banking service provider, is therefore, very much relevant. Empirical studies have revealed that there is a significant relationship between retention of customers and profitability. Therefore, to have an understanding of the behavioral pattern of the customers with respect to their intention to defect from their bank is financially justified. This paper investigates the relationship between service quality and switching behavior of customers in the context of the largest nationalized bank of India –State Bank of India (SBI) for two of their branches in sub-urban West Bengal namely Bolpur and Santiniketan.