Measuring the variance between personal demographic factors on banking tangible, reliability and empathy factors of service quality

Abstract

Purpose: In the present marketing environment customers are in the highly competitive and vibrant banking industry in India to look forward to most satisfying quality of service from their respective banks right from their entry into their premises till the fulfillment of purpose of their visit. This research paper has measure the effect of five personal demographic variables on banking service quality items. Methodology: The sample size consists of 300 respondents which were customer of public sector banks at Urban area in Tiruchirapplli District. The questionnaire method was adopted to collect the responses from customer. The questionnaire consist of five questions which are related to personal and demographic details of banks customer. This questions were nominal and Ratio scale questions. There are five questions which ware measure the customer satisfaction over the banking Tangible, Reliability and Empathy factors by using five point Likert’s Scale. Statistical Tools: The respondents are segregated on the basis of different variables such as income, age, occupation gender, Education were consider as independent variables and three core variables related to banking service quality were consider as response items. The descriptive test and analysis of variances used to verity the research hypothesis of this study. Results: Age, Gender and Income has statistically significant effect on public sector customer Satisfaction on Tangibility. Education has statistically significant effect on public sector customer Satisfaction on Empathy factor.