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.

It can seem paradoxical that someone who evades the use of a debit card still wants access to cash and is willing to use their mobile device at an ATM. The cardless cash technology delivers a solution that is an improvement over the traditional form of cash delivery. This study explores the influential factors that affect the preference of cardless cash over cards. A cross-sectional survey was utilised to collect both data through a self-administered questionnaire. A total of 521 bank customers from one of the largest banks in India participated in the study employing a convenience sampling technique. The responses were analysed using a predictive analytics approach with various statistical and data mining techniques. Customers preferred cardless cash because of its usefulness over the Card rather than perceived ease of use, customer trust, or perceived security. This paper contributes to the banking world's ways of pre-stage access to cash, reducing customer contact at ATMs. It highlights the main factors that influence customer's preference towards using cardless cash technology at ATMs, helping banks spread the newest technology used to provide a financial instrument that has been here for centuries—cash.