| Home

Overview


Original Research

THE IMPACT OF INTELLIGENT BRANCH, SERVICE INNOVATION, AND PERCEIVED SERVICE QUALITY ON BANKING RETAIL FINANCIAL PERFORMANCE

YUZHU CHEN 1, and KRISADA SUNGKHAMANEE 2.

Vol 19, No 11 ( 2024 )   |  DOI: 10.5281/zenodo.14752594   |   Author Affiliation: Suan Sunadha Rajabhat University, Thailand. Email: 1s64584945063@ssru.ac.th, 2krisada.su@ssru.ac.th 1,2.   |   Licensing: CC 4.0   |   Pg no: 754-762   |   Published on: 30-11-2024

Abstract

This study investigates the impact of intelligent branch, service innovation, and perceived service quality on

banking retail financial performance in China. The study utilizes data from 80 urban commercial banks from 2020

to 2022. The study finds that all three factors have a positive impact on financial performance. Additionally,

service innovation and intelligent branch have a positive impact on perceived service quality. These findings

suggest that urban commercial banks in China can improve their financial performance by focusing on service

innovation, intelligent branch, and perceived service quality. Found that All factors intelligent branch, service

innovation, and perceived service quality have a positive impact on the financial performance of urban commercial

banks in China. Service innovation and intelligent branch also have a positive impact on perceived service quality.


Keywords

Service Innovation, Intelligent Branch, Service Quality, Banking Retail Financial Performance, Urban Commercial Banks.