Title: Gender of the Consumer and Service Quality
Author 1-Name: H.M.R.P. Herath, Lecturer, Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka.
Author 1-Email: firstname.lastname@example.org
Author 2-Name: W.M.C.B. Wanninayake, Senior Lecturer-II, Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka.
Author 2-Email: email@example.com
Abstract: Banking and financial services are a demand driven industry, which constitute an important part of the
services industry. Many regulatory, structural and technological changes have taken place within the world
banking industry, in line with the trend towards a more integrated global banking environment.The banking
sector in Sri Lanka grew rapidly in the recent years. Services sector accounts 56.2% of Gross Domestic
Product in Sri Lankan economy which is the highest in all sectors where as the financial services which
includes banking industry contribute 9.7% to total Gross Domestic Product. Further in Sri Lanka, financial
system of the country mainly depends on banking system because banking sector represents a share of 70.8%
of total financial system of the economy. The rapidly changing and highly competitive environment which
banks are forced to operate within are pushing them to rethink about their attitude towards customer
satisfaction and optimization of service quality. Therefore identifying the significance of the gender of the
consumers’ on the evaluation of service quality in the retail commercial banking industry of Sri Lanka is
significantly important. Further, it is worth to identify whether there is any difference based on the gender of
the consumers on evaluation of service quality of the banks that they are dealing with. Based on the stratified
sampling technique 150 consumers were selected as the sample. The scope of the study was retail consumers of
private and public commercial banks situated in the Gampaha district, who have been dealing with those
particular banks more than two years. Survey method used to gather primary data and it was developed on
SERVQUAL model of service quality. The gathered data were analyzed using ANOVA and findings showed that
there is no any difference among the consumer groups based on their gender in terms of evaluation of service
quality provided by the banks.
Keywords: stress; employee attraction; pressure; turnover; retention strategies
Classification-JEL: A0, T18, C0
Citation: Herath, H.M.R.P. and Wanninayake, W.M.C.B.. Gender of the Consumer and Service Quality. Journal of Commerce and Trade, October 2009; 5: 1;Pp.-5-13.
Paper Code : JCT-O09-HMRPH-WMCBW-1
Web Address : http://www.jctindia.org/jct/october2009-v4i2-1.pdf
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