THE IMPACT OF INTELLIGENT BRANCH, SERVICE INNOVATION, AND PERCEIVED SERVICE QUALITY ON BANKING RETAIL FINANCIAL PERFORMANCE
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.
Service Innovation, Intelligent Branch, Service Quality, Banking Retail Financial Performance, Urban Commercial Banks.