An Empirical Evaluation of the Influence of Customer Service and Gender on Satisfaction Among Bank Customers in Ile-Ife

A. A. Akanni, Z. O. Olonade, N. I. Iduma

Abstract


This paper examined the influence of customer care services on customer satisfaction among undergraduates in selected banks in Obafemi Awolowo University, Ile-Ife. It ascertained the significance of gender on customer satisfaction. Primary data were used for the study. The data was collected through a self-designed questionnaire which was administered on a sample size of 200 students consisting of 116 males and 84 females. Data collected was subjected to statistical analysis using Pearson Moment correlation and Chi-square tests. Results showed a significant relationship between customer services and customer satisfaction [r (198) = 0.448; P < 0.001]. Also a significant difference between gender and customer satisfaction [c2 (5.120) = 0.024 < 0.05] was found. The study concluded that customer services determined the level of customer satisfaction. However, gender was also found to moderate customer’s satisfaction. The study suggested that more efforts are required on the parts of both the managements of the banks as well as their customer services employees to improve their services so that more satisfaction could be derived.


Keywords


Pearson Moment; customer satisfaction; Chi-square test; customer services

Full Text:

PDF

References


Adebayo, D. O., & Ufodiama, N. M. (2003). Influence of sex and bank-type on service quality perceptions among bank customers. Ife PsychologiaInternational Journal of Psychologyin Africa, II(2).

Buzzell, R. D., & Gale, B. T. (1987). The PIMS principles: linking strategy to performance. New York: The Free Press.

Chavan, J., & Ahmad, F. (2013). Factors affecting on customer satisfaction in retail banking: An empirical study. International Journal of Business and Management Invention, 2(1).

Customer satisfaction: What the research tell us.(2010). Center for the study of social policy, Washington DC, February 2007. Retrieved from http: //www.cssp.org

Fornell, C. (1992). A national customer satisfaction barometer: the Swedish experience. Journal of Marketing, 56(January), 6-21.

Gouldner, A. W. (1960). The norm of reciprocity: A preliminary statement. American Sociological Review, 25, 161.

Guldberg, B., & Rojsek, I. (2010). Identifying service quality dimensions as antecedents to customer satisfaction in retail banking. Economic and Business Review, 12(3).

The Times 100 (12th ed.). (2010). Retrieved from http://www.thetimes100.co.uk.

Hunt, H. K. (1977). CS/D--Overview and future research direction. In H. Keith Hunt (Ed.), Conceptualization and measurement of consumer satisfaction and dissatisfaction. Cambridge, MA: Marketing Science Institute.

Islam, R., Kumar, S., & Biswas, P. K. (2007). Customer satisfaction of ATM Service: A case study of HSBC ATM. Retrieved July 13, 2009. Retrieved from http://papers.ssrncom/sol3/papers.cfm?

Jamal, A., & Naser, K. (2002). Customer satisfaction and retail banking: An assessment of some of the key antecedents of customer satisfaction in retail banking. International Journal of Bank Marketing, 20(4), 146-160.

Joseph, M., & Stone, G. (2003). An empirical evaluation of US bank customer perceptions of the impact of technology on service delivery in the banking sector. International Journal of Retail & Distribution Management, 31(4), 190-202.

KPMG.(2013, June). 2013 banking industry customer satisfaction survey.

Levesque, T., & McDougall, G. H. G. (1996). Determinants of customer satisfaction in retail banking. International Journal of Bank Marketing, 12-20. Retrieved from http://dx.doi.org/10.1108/02652329610151340

Magi, A., & Julander, C. R. (1996). Perceived service quality and customer satisfaction in a store performance framework. Journal of Retailing and Consumer Services, 33-41. Retrieved from http://dx.doi.org/10.1016/0969-6989(95)00040-2

Odeyemi, J. A. (1998). Customers expectation and perception of services as related to bank loyalty and satisfaction of services rendered (Unpublished MMP Thesis). University of Ibadan, Ibadan.

Padilla, R. A. (1996, December 5). Literature review on consumer satisfaction in modern marketing. Seminar in consumer research, faculty of commerce and administration.Concordia University. Retrieved from http://pages.infinit.net/rodrigo/satisfaction.html

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988).SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64, 12-37.

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and itsimplication for future research. Journal of Marketing, 49, 41-50. Retrieved from http://dx.doi.org/10.2307/1251430

Regan, D. T. (1971). Effects of a favour and liking on compliance. Journal of Experimental Social Psychology, 1, 627-639.

Siddiqi, K. O. (2010). Interrelations between service quality attributes, customer satisfaction andcustomerloyalty in the retail banking sector in Bangladesh. International Trade & Academic Research Conference.

Wouters, J. P. M. (2000). Customer service as a competitive marketing instrument: An industrial supply chain perspective. (Doctoral dissertation). Technische Universiteit Eindhoven.




DOI: http://dx.doi.org/10.3968/4453

Refbacks

  • There are currently no refbacks.


Copyright (c)



Share us to:   

Reminder

  • How to do online submission to another Journal?
  • If you have already registered in Journal A, then how can you submit another article to Journal B? It takes two steps to make it happen:

1. Register yourself in Journal B as an Author

  • Find the journal you want to submit to in CATEGORIES, click on “VIEW JOURNAL”, “Online Submissions”, “GO TO LOGIN” and “Edit My Profile”. Check “Author” on the “Edit Profile” page, then “Save”.

2. Submission

  • Go to “User Home”, and click on “Author” under the name of Journal B. You may start a New Submission by clicking on “CLICK HERE”.


We only use three mailboxes as follows to deal with issues about paper acceptance, payment and submission of electronic versions of our journals to databases:
[email protected]; [email protected]; [email protected]

 Articles published in Management Science and Engineering are licensed under Creative Commons Attribution 4.0 (CC-BY).

 MANAGEMENT SCIENCE AND ENGINEERING Editorial Office

Address:1055 Rue Lucien-L'Allier, Unit #772, Montreal, QC H3G 3C4, Canada.

Telephone: 1-514-558 6138
Http://www.cscanada.net Http://www.cscanada.org

Copyright © 2010 Canadian Research & Development Centre of Sciences and Cultures