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Purpose—The aim of the study was to visualize the impacts of the service quality dimensions under the SERVQUAL model regarding the relationship quality and behavioral intentions of consumers in the retail banking services of Bangladesh. Design/Methodology/Approach—In this study, a structured questionnaire was used to conduct a survey, and 234 valid data samples were collected for the quantitative analysis. The measurement and structural models were used to explore the hypothesized connections among variables using the structural equation modeling (SEM) approach. Findings—The empirical results of this research indicated that SERVQUAL dimensions (tangibles, reliability, empathy, assurance, and responsiveness) seemed to be highly valued for measuring service quality. The service quality influences the quality of relationships and behavioral intentions. The relationship quality has a significantly positive impact on behavioral intentions and a mediation effect on service quality and behavioral intentions. Originality/Value—The aim of this research was to develop an advanced connection between relationship structural equation models and managerial implications as a reference and an application for the banking industry.

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