Service quality and satisfaction perceptions: curvilinear and interaction effect

This study focuses on service quality and satisfaction judgments of customers in banking institutions throughout Malaysia. The study attempts to determine the relationship between service quality and satisfaction, where service quality is the independent variable and satisfaction is the dependent variable. On top of this, the inclusion of ownership as a moderator has also been studied. Findings show that service quality is the antecedent of satisfaction. The findings also support a curvilinear relationship for the variables under study. The results also show that bank‐ownership moderates the relationship between service quality and satisfaction. Hierarchical moderator regression is used to test the moderating effect. Implications and future research are also discussed.