Influence of Sex and Bank- Type on Service Quality Perceptions among Bank Customers

Abstract

The importance of customer's perception of service quality has received tremendous research attention. What is not yet established are the factors that underlie such perception of service quality. To fill this gap, the present study was designed to examine the influence of sex of bank customers and bank-type on customer's perception of service quality. A total of 240 bank customers (135 males and 105 females) reported their perception of service quality of eight commercial banks divided into first and second-generation banks. Respondents' age ranged from 16 to 61 years. Participants completed a modified version of Schneider, White, and Paul's (1998) customer perceptions of service quality scale. Analysis of the survey using a 2 x 2 ANOVA revealed significant main effect of bank-type on customers' perceptions of service quality. Specifically, customers of second-generation banks held more positive perceptions of service quality than customers of first generation banks. Results revealed no significant main effect of sex of customer as well as joint influence of sex of customers and bank-type on customers' perceptions of quality service. The pattern of results obtained in this study highlight the importance of delivery of quality service and the danger of holding complacent attitude by banks.





IFE Psychologia (2003) 11(2), 135-147