Do Demographics Influence Customer Service Quality Perceptions? A Comparative Study Of Indian And Foreign Banks | Jawahar Lal, Madhu Vij & Sonali Jain

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.