Moderating Effect of Individualism/Collectivism on the Association between Service Quality, Corporate Reputation, Perceived Value and Consumer Behavioural Intention

The paper aims at testing the moderating effect of individualism dimension of culture on consumer behavioural intention with regards to bank services in Nigeria. To this extent, a survey was conducted with a sample of five hundred and fifty five bank customers drawn from various retails banks. Statistical Package for Social Sciences version 18 and Analysis of Moment Structure version 16 were employed. The results show that individualism has a significant moderating effect on the relationship between technical quality, perceived value and corporate image on the one hand, and behavioural intention on the other. However, individualism does not moderate the association between functional quality and behavioral intention. It was recommended that the bank policy makers should take necessary step to enhance the customer perception of technical quality, perceived value and corporate image with respect the retail bank services.