Do demographics influence customer service quality perceptions? A comparative study of Indian and foreign banks

Marketing literature posits demographics as an important determinant of consumer behaviour. In the context of services, however, only a few empirical studies have so far been undertaken in the past to assess the influence of customer demographic characteristics on their service quality perceptions....

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Bibliographic Details
Published inJournal of services research Vol. 14; no. 2; p. 75
Main Authors Lai, Jawahar, Vij, Madhu, Jain, Sonali
Format Journal Article
LanguageEnglish
Published Gurgaon Institute for International Management and Technology 01.10.2014
Vedatya Institute
Subjects
Analysis
Bank services
Banking industry
Brand loyalty
Comparative analysis
Consumer behavior
Consumers
Customer service
Customer services
Decision making
Demographics
Evaluation
Foreign banks
International banking
Management
Marketing
Perceptions
Quality of service
Research methodology
Studies
Surveys
India
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Summary:Marketing literature posits demographics as an important determinant of consumer behaviour. In the context of services, however, only a few empirical studies have so far been undertaken in the past to assess the influence of customer demographic characteristics on their service quality perceptions. Such studies are conspicuously lacking in Indian context. The present study is an attempt to fill this gap in literature. A survey of Indian and foreign banks' customers was carried to explore differences, if any, existing in their service quality perceptions across six demographic characteristics, viz., age, gender, marital status, income, educational qualifications and occupation. The analysis of the collected data does find select demographic factors as being significant antecedents of select service quality constructs. Based on the findings of the study, the paper spells out managerial implications and directions for future researches.
ISSN:0972-4702
2581-3412