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Gender Difference in Customer Satisfaction and Brand Loyalty Towards Banking Services.

By: Contributor(s): Material type: TextTextDescription: 23-39 ppSubject(s): In: MURTHY, E N MARKETING MANAGEMENTSummary: 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
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Item type Current library Call number Vol info Status Notes Date due Barcode Item holds
Journal Article Journal Article Main Library Vol 18, No 1/ 55510044JA2 (Browse shelf(Opens below)) Available 55510044JA2
Journals and Periodicals Journals and Periodicals Main Library On Display JOURNAL/MAR/Vol 18, No 1/55510044 (Browse shelf(Opens below)) Vol 18, No 1 (01/05/2019) Not for loan February, 2019 55510044
Total holds: 0

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

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