Green tech service quality dimensions shape customer adaptability in Indian public sector banks

Abstract

This study examines the relationship between the dimensions of green tech service quality and customer adaptability in the banking sector. It adopts a hypothesis-testing research design, drawing on 420 customers of public sector banks in Delhi, selected through purposive sampling from a benchmark sample size of 384.6, derived using the Cochran formula. A structured questionnaire was developed using the service quality dimensions of Parasuraman, Zeithaml, and Berry (1985), together with a review of the relevant literature, and the proposed model was tested using structural equation modelling, confirmatory factor analysis, and exploratory factor analysis in SPSS and SPSS AMOS. Of the nine hypotheses tested, eight were supported: tangibility, reliability, responsiveness, access, empathy, financial aspect and employee competence were each positively related to customer adaptability, while assurance showed no significant positive relationship. Together, these dimensions of green tech service quality explained approximately 35% of the variance in customer adaptability, with reliability and tangibility emerging as the strongest contributing dimensions and assurance the weakest. The findings suggest that banks seeking to strengthen customers' adaptability to green tech services should prioritise reliable, tangible, and accessible offerings, financially attractive terms, and knowledgeable staff, while treating assurance-related gaps as an area requiring further attention. Practical implications include aligning financial activities with environmental objectives, meeting consumer demand for sustainable solutions, managing environmental risk, fostering innovation and supporting the broader transition toward a more sustainable economy.