Efficacy of COVID-19 screening system and customer satisfaction in banks: moderating role of the perceived threat and health risk

Abstract

During the pandemic of COVID-19, the customers who visit the bank should be sure about the safety measures taken by the bank which may result in a positive image. This study aimed to examine the influence of the efficacy of the screening system of COVID-19 placed in the retail banks in India on customer satisfaction mediated by the brand image. The influence will be checked under the moderating effect of the perceived threat of COVID-19 and the perceived health risk of the customers. The data from 224 customers were collected who have visited banks in India since March 2020. The data were analysed through the partial least square method of structural equation modelling (PLS-SEM) using SmartPLS 3.2. The findings of the study suggested that the efficacy of the screening system of COVID-19 positively influences the brand image and customer satisfaction. The moderating role of the perceived health risk of the customers and perceived threat of COVID-19 has been confirmed between the screening system of COVID-19 and brand image. Further, brand image has strongly influenced customer satisfaction. The study will be helpful for the retail banks of India and worldwide to understand the need and importance of a screening system for COVID-19 symptoms in the banks to ensure the safety and well-being of its customers and employees.