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The purpose of the article is to recognize the moderating effect of customer knowledge on perceived service quality and customer satisfaction through customer value evaluation in the Indian banking sector. This knowledge can considerably streamline the effort banks invest in acquiring the right kind of customers. The results of the study indicated that perceptions of service quality positively impacted customer value evaluation. Moreover, customer knowledge strengthened the relationship that the empathy and responsiveness dimensions of service quality had with customer value evaluation and moderated the relationship that reliability and tangibility dimensions had with customer value evaluation.

Perceived Service Quality and Customer Satisfaction: A Missing Link in Indian Banking Sector