Purpose – The purpose of this paper is to analyse the influence of service quality dimensions as
determinants of the emotional and relational behaviours experienced by the client in bank branches in the
post-crisis context experienced by Spanish financial institutions.
Design/methodology/approach – Data taken from a total of 1,125 customers were analysed through
structural equations modelling (EQS6.1) to test the relationships of the proposed model’s variables.
Findings – The results support the hypotheses stated, with the exception of the influence of a service quality
dimension (servicescape) on emotions during the service. In fact, the dimensions of the service quality of an
intangible nature (personnel, outcome and social) are determinants of the positive emotions and relational
behaviours of clients around the service provided by the branches. For its part, servicescape quality, of a more
tangible nature, exerts indirect influence on the other dimensions that compose the quality of service.
Practical implications – This paper provides senior bank executives established evidence on the degree of
influence of the different dimensions in relation to the quality of service in the bank branch. Furthermore, it
emphasises the importance of emotional factors during service as essential elements in strengthening
customer–staff relationships under a non-transactional dynamic.
Originality/value – This paper has adopted an analytical holistic, theoretical and empirical perspective on
the impact of the different dimensions of service quality (servicescape, personnel, outcome and social) as well
as to the emotions experienced by banking customers during services and its lasting effect on customer
engagement and customer advocacy
