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.

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With urbanisation and increase in per capita income, there has been an astonishing rise in material-oriented tendencies in the Indian population. This study aims to examine the significance of material-centric behaviour of women in today's growing consumer societies. Using structural equation modelling, the paper proposes a model depicting the relationship between materialism and conspicuous consumption among Indian women consumers. Though all the three factors, namely success, centrality, and happiness, contribute to materialism that has a positive influence on conspicuous consumption, the unique finding of the study is the prominence of centrality over the other two predictors among Indian female shoppers.

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