Customer Demographic Characteristics and Service Quality Perceptions in Public and Private Sector Banks : An Assessment

Marketing literature posits demographics as an important antecedent of consumer behavior. In the services sector, however, only a few empirical studies have so far been undertaken to assess the influence of demographic characteristics on customers' service quality perceptions. This is especially the case with the service quality studies conducted in the Indian context. The present study is an endeavor to empirically assess the significance of select demographic characteristics on customers' service quality perceptions in the public and private sector banks. A total of six demographic characteristics, namely, age, gender, marital status, income, educational qualifications and occupation, were selected as the antecedents. Customer perceptions of service quality was measured in terms of overall as well as functional and outcome quality dimensions, and three sub-dimensions of functional quality, viz., reliability, personal interactions and tangibles. Analysis of the collected data reveals only select demographic variables to be affecting service quality perceptions, and that too in respect of only select service quality constructs. The paper concludes with managerial implications and directions for future research