Gender Difference in Customer Satisfaction and Brand Loyalty Towards Banking Services.
Mittal, Manish
Gender Difference in Customer Satisfaction and Brand Loyalty Towards Banking Services. - 23-39 pp.
Researchers have observed that service quality impacts customer satisfaction and customer loyalty. To know the perception of customers towards service delivery, SERVQUAL model has been extensively used. The model measures service quality in terms of five dimensions-tangibility, reliability, responsiveness, assurance and empathy. Service expectations vary from individual to individual. They vary according to uncontrollable factors and demographics, culture and gender. The objectives of this study are to determine whether customer satisfaction from banking services and customer loyalty vary with gender and whether satisfaction from dimensions of SERVQUAL varies with gender. A self-administered survey was carried out to collect the data. Using a sample of 206 bank customers from Indore city, the study concluded that the customers are fairly satisfied with the quality of services offered by the banks on all the dimensions except responsiveness. Female customers are comparatively more satisfied with the service quality and they are more loyal to their banks as compared to male customers
Bank accounts Customer satisfaction Customer loyalty Banking industry
Gender Difference in Customer Satisfaction and Brand Loyalty Towards Banking Services. - 23-39 pp.
Researchers have observed that service quality impacts customer satisfaction and customer loyalty. To know the perception of customers towards service delivery, SERVQUAL model has been extensively used. The model measures service quality in terms of five dimensions-tangibility, reliability, responsiveness, assurance and empathy. Service expectations vary from individual to individual. They vary according to uncontrollable factors and demographics, culture and gender. The objectives of this study are to determine whether customer satisfaction from banking services and customer loyalty vary with gender and whether satisfaction from dimensions of SERVQUAL varies with gender. A self-administered survey was carried out to collect the data. Using a sample of 206 bank customers from Indore city, the study concluded that the customers are fairly satisfied with the quality of services offered by the banks on all the dimensions except responsiveness. Female customers are comparatively more satisfied with the service quality and they are more loyal to their banks as compared to male customers
Bank accounts Customer satisfaction Customer loyalty Banking industry