The Influence of Demographic Factor on Customer Service Quality Perception

Abstract

Banks are continually striving for increased service quality in order to achive a competitive edge. In order to improve service quality is necessary understanding the factor that can influence the customer perception of the service quality. Marketing literature posits demographics as an important factor affecting customer service quality. Development of marketing strategies requires appropriate understanding of factor that can influence customer perception about service quality. Bank customers’ needs according to their demography are still an unserved area. So, the purpose of this paper is to analysis the relationship between customer demographic characteristic such as gender, income, age and occupation and the bank service quality factors in Albania. For this purpose the data was collected through the survey of bank customers (N=352) in two major cities in Albania. For measuring bank service quality perceptions a modified BSQ instrument was used. Statistical techniques used to determine the influence of demographic factor on customer perception of service quality were one way ANOVA and post hoc test. A significant difference was found in service quality perception by age groups whereas no significant difference was found on bases of gender, income and occupation. The results of the study enhance the understanding of service quality perception in Albanian banking industry and provide useful insight for the management and delivery of service quality. Also, the study finding can help bankers to design strategies that can fulfill customer requirements according to their gender, ages, and income and occupation characteristics.