CRISISQUAL: an integrated framework for assessing service quality in Indian green banking across crisis phases

Purpose This study develops and validates the CRISISQUAL framework, which extends SERVQUAL by adding three crisis-specific dimensions: Digital Resilience, Crisis Communication, and Environmental Transparency. The aim is to assess service quality in Indian green banking during normal, crisis, and post-crisis phases, and identify key drivers of customer satisfaction, loyalty, and trust.Design/methodology/approach Data were collected from 500 customers of three major Indian banks using a structured questionnaire with 28 items covering eight dimensions. Gap analysis, factor analysis, regression, and structural equation modeling (SEM) were applied to compute Customer Quality Index (CQI) scores and evaluate the relationships between service quality and customer outcomes.Findings The analysis shows that while traditional SERVQUAL dimensions such as Reliability and Assurance remain relevant, the largest expectation–perception gaps occur in Digital Resilience (2.20) and Crisis Communication (1.80). Regression and SEM highlights these as the strongest predictors of satisfaction, which mediates loyalty and churn risk. Environmental Transparency also enhances customer trust in green banking practices.Originality/value This research presents the first integrated framework combining SERVQUAL with crisis dimensions for Indian green banking, offering a robust measurement tool and actionable insights for improving service quality in both stable and crisis contexts.