期刊名称：Azerbaijanian Journal of Economics and Social Studies
印刷版ISSN：2409-6741
电子版ISSN：2410-3268
出版年度：2017
期号：1
页码：30-46
语种：
出版社：Ramil Huseyn
摘要：Purpose – This study is conducted with the aim to investigate the moderating role of gender on the interrelation of service quality dimensions and customer satisfaction and impact of customer satisfaction on customer loyalty in retail bank settings of Pakistan. Research Methodology – The data is obtained from 315 customers of various bank clients by way of purposive sampling. The structured questionnaire has been adapted from SERVQUAL instrument on performance only measure. We have applied Reliability tests, PCA, Regression and Moderation statistics to analyze the data. Findings – The outcomes depict that gender as moderator has significant influence on customer satisfaction in combination of two service quality dimensions and is insignificant for other quality dimensions. However the results reinforce the idea that gender intervenes as a moderator variable that enhances the impact of service quality on customer satisfaction which leads towards customer loyalty. Originality/value – This study provides the insight that how genders of consumers can influence the service quality perception and impact on customer satisfaction among the retail bank customer. In Pakistan, no past study could be found to explore the said idea. The better understanding of these phenomena is quite important in countries like Pakistan where treatment of customers on gender basis vary a lot and is critical in the society. Practical implications – Banks can articulate its service procedures, standards, products and staff training according to varying customer preferences moderated by gender.
