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Demographic differences in Jordanian bank service quality perceptions

Demographic differences in Jordanian bank service quality perceptions PurposeThe purpose of this paper is to assess differences in banking service quality (BSQ) perceptions across demographic subgroups of Islamic and conventional Jordanian banking consumers.Design/methodology/approachData are collected using surveys. The survey contains items for three different measures of overall BSQ perceptions. The researchers mailed surveys to a random sample of 2,000 banking customers in Jordan. Responses to questionnaire items measuring respondents’ BSQ perceptions were analysed using one-way analysis of variance with Tukey’s honest significant difference post hoc tests to assess subgroup differences in six demographic variables: gender, age, occupation, income, education, and religion.FindingsBSQ perceptions are significantly different in four of the six demographic variables. Age and education do not impact on BSQ perceptions.Research limitations/implicationsThe findings indicate demographic effects on Jordanian banking consumers’ perceived BSQ. Study limitations include demographic subgroup underrepresentation and survey structure. Future research should obtain a more representative sample for better generalisability.Practical implicationsThe findings suggest that Jordanian banks should structure their services to best accommodate their customers’ demographics. In addition, banks can use the findings to guide the development of demographic-driven marketing to target and attract customers efficiently.Originality/valueThis study is the first to investigate demographic differences in the perceived service quality of Jordan’s Islamic and conventional banking customers. The findings can contribute to future research on BSQ, and guide Jordan’s banking management towards more effective marketing and service provision. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Bank Marketing Emerald Publishing

Demographic differences in Jordanian bank service quality perceptions

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0265-2323
DOI
10.1108/IJBM-07-2016-0091
Publisher site
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Abstract

PurposeThe purpose of this paper is to assess differences in banking service quality (BSQ) perceptions across demographic subgroups of Islamic and conventional Jordanian banking consumers.Design/methodology/approachData are collected using surveys. The survey contains items for three different measures of overall BSQ perceptions. The researchers mailed surveys to a random sample of 2,000 banking customers in Jordan. Responses to questionnaire items measuring respondents’ BSQ perceptions were analysed using one-way analysis of variance with Tukey’s honest significant difference post hoc tests to assess subgroup differences in six demographic variables: gender, age, occupation, income, education, and religion.FindingsBSQ perceptions are significantly different in four of the six demographic variables. Age and education do not impact on BSQ perceptions.Research limitations/implicationsThe findings indicate demographic effects on Jordanian banking consumers’ perceived BSQ. Study limitations include demographic subgroup underrepresentation and survey structure. Future research should obtain a more representative sample for better generalisability.Practical implicationsThe findings suggest that Jordanian banks should structure their services to best accommodate their customers’ demographics. In addition, banks can use the findings to guide the development of demographic-driven marketing to target and attract customers efficiently.Originality/valueThis study is the first to investigate demographic differences in the perceived service quality of Jordan’s Islamic and conventional banking customers. The findings can contribute to future research on BSQ, and guide Jordan’s banking management towards more effective marketing and service provision.

Journal

International Journal of Bank Marketing – Emerald Publishing

Published: Apr 3, 2017

References

  • Bank service quality (BSQ) index: an indicator of service performance