Impact Of Gender On Customer Expectation

ABSTRACT

This study investigates the impact of customer expectations service on gender basis by examining what customer expects when it comes to the banking service and what are the aspects that leads to customer satisfaction. A questionnaire consisting of 22 items was completed by 100 respondents. The instrument for this study was developed on the basis of “SERVQUAL” using a 5 point Likert scale. Gender which is male and female is our Independent variable where as Customer expectation and Customer loyalty is our dependant variable. Five dimensions have been selected: Reliability, Tangibility, Assurance, Responsiveness and Empathy. The Independent Sample test was run on the above dimensions. The result of the study indicates that there is no significant difference amongst genders in evaluating service. The study concludes with related implications and design guidelines to enhancing customer satisfaction.

TABLE OF CONTENTS

ACKNOWLEDGEMENT 2

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ABSTRACT 3

TABLE OF CONTENTS 4

1.INTRODUCTION 5

1.1.BACKGROUND TO GENDER STUDY 5

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1.1.1.SERVICE QUALITY DIMENSIONS IN BANKING SECTOR 7

1.1.2.SERVICE QUALITY FRAMEWORK (SERVQUAL) 8

1.1.3.CUSTOMER EXPECTATIONS 9

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1.2.CUSTOMER SATISFACTION BASED ON EXPECTED SERVICE QUALITY 11

1.3.MODEL/FRAMEWORK TO BE USED 12

1.4.THESIS STRUCTURE 13

1.5.STATEMENT OF THE PROBLEM 13

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1.6.OBJECTIVE 14

1.7.POSSIBLE RESEARCH FINDINGS 14

1.8.VARIABLE TO BE STUDIED 15

1.9.HYPOTHESES 15

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2.LITERATURE REVIEW 16

2.1.INTRODUCTION 16

2.1.1.WHAT CUSTOMER WANTS 17

2.1.1.1.BAD SERVICE WITH A SMILE 17

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2.1.1.2.SERVICE STANDARDS 19

2.1.1.3.CALCULATION OF CUSTOMER SATISFACTION 21

2.1.2.CUSTOMER LOYALTY 25

IMPACT OF GENDER ON CUSTOMER EXPECTATION OF SERVICE IN THE BANKING SECTOR

INTRODUCTION

BACKGROUND TO GENDER STUDY

This study examined gender differences of the customer service quality expectations. A customer expectation survey will going to be gathered by taking 100 responses from individuals who uses banking services. Customer expectation will be influenced by a customer’s perception of the product or service and can be created by previous experience, advertising, hearsay, awareness of competitors, and brand image. The level of customer service is also a factor, and a customer might expect to encounter efficiency, helpfulness, reliability, confidence in the staff, and a personal interest in his or her patronage. If customer expectations are met, then customer satisfaction results.

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Four masters of customer service evaluations: Speed, Certainty, Ease and Recognition. Remember, many times one or all of this foursome may be operating outside the conscious awareness of customers. Any flawed detail in speed, certainty, ease or recognition can kill an otherwise favorable impression.

Relationship marketing is cross-functional marketing. It is organized around processes that involve all aspects of the organization. In fact, some commentators prefer to call relationship marketing “relationship management” in recognition of the fact that it involves much more than that which is normally included in marketing.

Martin Christopher, Adrian Payne, and David Ballantyne [3] at the Cranfield School of Management claim that relationship marketing has the potential to forge a new synthesis between quality management, customer service management, and marketing. They see marketing and customer service as inseparable.

Relationship marketing involves the application of the marketing philosophy to all parts of the organization. Every employee said to be a “part-time marketer”. The way Regis McKenna (1991) puts it:

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“Marketing is not a function; it is a way of doing business. Marketing has to be all pervasive, part of everyone’s job description, from the receptionist to the board of directors”

Although there were a long list associated with relationship marketing, little is understood about the role of gender how their expectation level varies when it comes to the service they are getting from their respective banks. And what was the factor that leads to customer loyalty and which gender were more loyal to their bank. Furthermore what factor leads to customer loyalty and which gender were more loyal to their bank. Questionnaire was designed to carry out the survey by taking 100 responses from each individual. Each participant was handed out a questionnaire that consisted of 22 questions inquiring about the level of customer expectation on the gender basis and to what extent customer builds loyalty relationship with their respective bank on the basis of gender. Based on the arguments

H1: Gender has no significant impact on customer expectation of service in the Banking sector.

H2: Significant gender difference exists in the trust-loyalty relationship.

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SERVICE QUALITY

Service quality depending on the five dimensions. These are:

Tangibles: appearance of physical facilities, equipment, personnel, and written materials (Zeithaml, Bitner & Gremler, 2006).

Reliability: ability to perform the promised service dependably and accurately.

Assurance: employees’ knowledge and courtesy and their ability to inspire trust and confidence.

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Responsiveness: willingness to help customers and provide prompt service.

Empathy: caring, individualized attention given to customers.

SERVICE QUALITY DIMENSIONS IN BANKING SECTOR

Let’s examine five dimensions of service quality in perspective of judging customer expectations on gender basis.

Tangibles refer to the physical appearance of a bank, its structure, layout, theme etc and referred as “Bank Structure”. How does it look alike? The overall appearance of the Bank. Reliability represented as “Bank capability” which provides the relevant and needed information provided by a representative of when customer asked any query. Customer wanted to be deal on fair grounds and representative should have the know-how of the query a customer would asked. Assurance termed as “Bank security” refers as the trustworthy relationships with a service provider and also includes the relation with a well reputable people, website, reliable payments methods etc. Responsiveness is the prompt and relevant response to the specific request of users. This includes the timeline and how quick you respond to your customer. Empathy knows internal customers as individual; understanding individual needs and concerns such as by providing recommendations that matches the customer’s needs which is termed as “Bank customization”.

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SERVICE QUALITY FRAMEWORK (SERVQUAL)

SERVQUAL was originally measured on 10 aspects of service quality: reliability, responsiveness, competence, access, courtesy, communication, credibility, security, understanding or knowing the customer and tangibles. It measures the gap between customer expectations and experience. By the early nineties the authors had refined the model to the useful acronym RATER. Reliability, Assurance, Tangibles, Empathy and Responsiveness.

SERVQUAL has its detractors and is considered overly complex, subjective and statistically unreliable. The simplified RATER model however is a simple and useful model for qualitatively exploring and assessing customers’ service experiences and has been used widely by service delivery organizations.. It is an efficient model in helping an organization shape up their efforts in bridging the gap between perceived and expected service. Nyeck, Morales, Ladhari, and Pons (2002) stated the SERVQUAL measuring tool “remains the most complete attempt to conceptualize and measure service quality”.

CUSTOMER EXPECTATIONS

The needs, wants, and preconceived ideas of a customer about a product or service. Customer expectation will be influenced by a customer’s perception of the product or service and can be created by previous experience, advertising, hearsay, awareness of competitors, and brand image. The level of customer service is also an important factor, and a customer might expect to encounter efficiency, helpfulness, reliability, confidence in the staff, and a personal interest in his or her patronage. If customer expectations are met, then customer satisfaction results.

Service principles are expectations-managing announcements, used to minimize ambiguity about when any specified event will occur. The word “When” represents certain time frame within which the event takes place. Consider some service standards:

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For recognizing customers’ voicemail: “We will acknowledge messages within one hour of your call.” For responding service requests: “We will offer written feedback on the actions undertaken within three days of a service request.”

For telling distinction in service level: “We will aspire to resolve issues with products mention on the A list within nine hours and products mentioned on the B list within a week after receiving a request for help.

Your own time frames may vary. The problem is not the required time frames, but whether you have time-honored service principles and communicated well among them. When customers grumble about poor service, its mean company has poor or the service standards are not up to the mark to come up with their expectation level. It’s very necessary to satisfy your customer and when expectation meets satisfaction arises and with time customer become loyal.

Gaining high levels of customer satisfaction is very important to a business because satisfied customers are most likely to be loyal and to make repeated orders and to use a wide range of services offered by a business.

The basic definition of customer satisfaction says that Customer satisfaction is a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation.

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Customer satisfaction is an abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product or service. The level of satisfaction can also vary depending on other options the customer may have and other products against which the customer can compare the organization’s products or services.

Managing customer expectations means consistently and accurately communicating with them and ensure to satisfy their queries and don’t make them feel un important. From the customer service point of view, most customer issues come down to miss-managed expectations and or poor follow up. Customers expected something (service, product, call back, or response) and it was not delivered when they expected or it was not what they expected. This explains why two similar customers, can feel so differently about the same product or service. I truly believe that the expectation process needs to start with the sales team. It is important to help them find the balance between closing a deal and making sure clients expectations are reasonable.

CUSTOMER SATISFACTION BASED ON EXPECTED SERVICE QUALITY

The five dimensions of service quality are tangibility, reliability, responsiveness, assurance and empathy.

Tangibles refer to the physical appearance of a bank, its structure, layout, theme etc and referred as “Bank Structure” represents the over all look and feel of the bank. How visually arresting bank theme is. Reliability represented as “Bank capability” which provides the relevant and needed information provided by a representative of a when customer asked any query. This includes bank representative should have a know- how of customer query and they reply them authentically. Assurance termed as “Bank security” refers as the trustworthy service provider that could include a well reputable people, website, reliable payments methods etc. it’s all about building trustworthy relationship with customer. Responsiveness is the prompt and relevant response to the specific request of users. Empathy knows internal customers as individual; understanding individual needs and concerns such as by providing recommendations that matches the customer’s needs which is termed as “Bank customization”

The detailed questionnaire has been used to study the customer expectations and the service is judge on five dimensions Tangibility, Reliability, Responsiveness, Assurance, and Empathy.

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MODEL/FRAMEWORK TO BE USED

This study hypothesizes Relationship between Expectations and loyalty is moderated by gender differences and this is what we are checking. And whether significant gender difference exists in the trust-loyalty relationship or not. In other words, customer’s satisfaction level will increase if the bank will provide higher level of service quality and if banks will meet the required expectation.

THESIS STRUCTURE

This thesis consists of five chapters. Chapter 1 discusses the problem about which the research was carried out and in general about the effects of gender on service quality expectations. Chapter 2 is about the literature review and the theoretical background is developed. In Chapter 3, researcher describes the methodology adopted including sources of information and data collection procedure is discussed. In chapter 4, the empirical data collected through questionnaire is analyzed and results are concluded on the basis of a survey. In Chapter 5, Conclusions are drawn and necessary recommendations are suggested.

STATEMENT OF THE PROBLEM

“To study the impact of gender on service quality expectations”

The main purpose is to find out which gender hold more expectation towards the service industry and to what extent customer expectation leads towards customer satisfaction. And whether there is trust-loyalty relationship exist in gender differences when it comes to customer satisfaction

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OBJECTIVE

The purposes of this study are as follows

To identify the gender impact on service expectation service and which gender is more loyal towards the banking industry.

How the relationship between commitment, communication, conflict handling and loyalty are moderate by gender.

To examine whether customer expectation leads to customer satisfaction.

POSSIBLE RESEARCH FINDINGS

This research will lead to different service expectation levels hold by customer. We will study how bank builds loyal customers. And does the notion of trust worthy behavior leading to loyalty as far as the gender difference is concern. We will further demonstrate that expectation influence both service quality perception and customer satisfaction.

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Significant gender difference exists in the trust-loyalty relationship or don’t exist.

The study will examine what are the customer views and what are the major attributes important in banking sector. The study will indicate the link between the banking attributes and the customer attitudes.

VARIABLE TO BE STUDIED

IV = Gender [Male/ Female]

DV = Customer Expectation, Customer loyalty

HYPOTHESES

H1: Relationship between expectations and loyalty is moderated by gender differences

H2: Significant gender difference exists in the trust-loyalty relationship

LITERATURE REVIEW

INTRODUCTION

Most customers don’t require the unfeasible they just want reasonable service. So what does that mean? Shift yourself from a service provider hat to your customer hat. When you become a customer, what you expect? When you’re at the service station what exactly do you except? What is important to you when you’re ordering flowers or ordering burger?

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All of us want to be treated with respect. We would like to be listened. We don’t want to rebound or unnoticed or treated like dummies. Customers deserve to be treated with honor because of them companies run their business. Now, come back to your service provider hat and think: the final product and the process both are important to customers. The product point out the solution, scheme, reply, promise, deliverable or result. Any shape the product takes, customers want it properly, to match their own needs, and to have indefinable quality. This is the scientific part of service, and customers wouldn’t be happy without all this.

But excelling in the technical element alone may not keep customers coming back unless you also attend to the process. In fact, for many customers, the process is more important than the product. The process concerns how customers feel they’ve been treated. This is the human element of service. And touchy-feely though it may appear, the human element is exceedingly important in achieving a high level of customer satisfaction.

Following is the point which every Customer expect from their service providers

WHAT CUSTOMER WANTS

1. Should take them seriously

10. well-informed help

2. proficient service

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11. responsiveness

3. know my requirements

12. kept informed

4. Explanations in my conditions

13. Good Follow up

5. Courtesy

14. sincerity

6. Informed me the options

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15. Feedback

7. Not to be passed

16. expert service

8. Listen carefully

17. considerate

9. devoted notice

18. Respect

BAD SERVICE WITH A SMILE

Does it fine to give customers wrong information as long as you being compassionate, candid and respectful? But as long as giving correct information may not be as successful as correct information accompanied by compassion, openness, and respect. Looking at the process it is a way to build relationship. I continually, find customers who value the way they’ve been treated patiently accept occasional delays and glitches. A stress is on the human part which can give you some leeway in delivering the technical part.

People always keen about the word “when.” When my home accessories will be delivering? When will be my computer gets fixed? When my question will be answered? If you offer customer service principles this would be a formal and pleasant way to communicate with the customer and give relevant information.

Service principles are expectation-managing announcements, used to minimize ambiguity about when any specified event will occur. The word “When” represents certain time frame within which the event takes place. Consider some service standards:

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For recognizing customers’ voicemail: “We will acknowledge messages within one hour of your call.”

For responding service requests: “We will offer written feedback on the actions undertaken within three days of a service request.” For telling distinction in service level: “We will aspire to resolve issues with products mention on the A list within nine hours and products mentioned on the B list within a week after receiving a request for help. Your own time frames may vary. The problem is not the required time frames, but whether you have time-honored service principles and communicated well among them. When customers grumble about poor service, its mean company has poor or the service standards are not up to the mark to come up with their expectation level.

The previous three standards are planned to handle on routine basis or frequent situations. But what about those circumstances in which you don’t know how much time it will take? For example, think about the last time (1) a break down occurred that had a business collision, (2) you unable to pick the cause of the problem (3) customers right away asking to know when service will be restored. In such a situations, what a person do? An airline Industry verified an outstanding service standard for this type of situation on a flight, I once took waited to take, since the departure time had passed and we were not yet upward hop. On the intercom a person came to give a bad news to the passengers. He told, that they were experiencing a perfunctory problem and didn’t know how long it will take to resolve. Further he said he’d be informing us the status in every 15 minutes and would do that even if he has nothing new to tell. Too often in such type of situations, customers are told nothing at all. But still you need to keep your customers updated while informing them the time frames and yet in difficult times and in uncertainty, people have stronger-than-usual want for information. Happily, the flight attendants/ managers knew that giving us some information was far better than keeping us on hold and not telling us anything and make your customers crazy. Since they couldn’t tell us when the stoppage would end, but still the next best thing they did was they have told us that they will keep us updated and will inform us the status.

SERVICE STANDARDS

The way this service standard took place. Airline personnel told us: We would keep you well-versed of the status and will update you with the problem. We have a schedule for keeping you up to date. We’ll follow that schedule even if we have not anything new to tell you. In service standards arrangement, this standard might go like this: During the delays, outages and broken whose timeline is not known, we would be informing our customers the status and will keep on updating them and manage to deliver it on a specified time. And will inform them the status if incase the required status is not met we will still update them in order to avoid their frustration. And that’s the job of a good service provider they keep close contact with their customers. Unlike the service standards for routine service, it may be astute to keep such kind of standard in store till it’s urgently required, so not to worry customers about such events that may happen. Still, it pays to be ready. That’s one of the good things about service standards. Should the status be announced after every 15 minutes better than departing on time? Not at all. And would it been acceptable if every 15 minutes for the next few hours, we were told, “Sit tense. We still don’t have a sign.” Absolutely No. This type of service standard has a sensible limit. When ambiguity creating situations occur, mostly customers would rather have a little information than none at all.

What is the standing of the service standards? If they’re unfinished (or unreal), when will you going to take action? If you want others to meet your required expectations, you have to commune what you anticipate. Otherwise, you would fall victim to a miscommunication.

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CALCULATION OF CUSTOMER SATISFACTION

Being a service provider, customer expectations can facade major challenges. Because expectations are amazing creatures: They raise, they contract, they transform shapes, and they change tracks. Expectation shift constantly, and shift easily towards any end. And how you satisfy (or dissatisfy) your customers is determine by this expectations and level of satisfaction comes from the level of performance they are availing from your needed service.

As a calculation, customer satisfaction calculated this way.

Customer Satisfaction =

Your Performance

Customer Expectations

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Customer satisfaction is highly influenced by the complex relationship of factors; it’s hardly as simple as plug numbers into a formula and then calculates the result. Nerveless this calculation serve up as a reminder that your customers level of satisfaction can be affected by the changes in either their expectations level or your performance level. It means both are equally important and need attention. And that’s where the things can get little tricky, because the way you perceive your performance may differ from the way your customers perceive it. In reality, discrepancy between your perceptions and your customer’s perception would not be at all extraordinary; while interviewing and analyzing

Company’s service staff as well as its customers. So, even if you’re working yourself to the extent and putting all the hard works known, and if your customers view you as unresponsive, then you are unresponsive, in their eyes. It’s difficult to change.

The reverse is also true: That if you really are unresponsive, but your customers perceive that you delivering superior service, then you do (in their eyes), and it means you have gained little by trying to convince them. I’m not sponsoring bumble headed service, but emphasizing that customer satisfaction is driven by your customer perceptions, not yours. Their perceptions are their actuality, and any overlap between their view point and your own may be simply the one of those pleasant coincidences.

If your customer satisfaction level is varying, find out what has happened, either on their end or yours, whether that change is on the satisfaction level or towards the bottomless hollow, examine what’s happening. If satisfaction is rising high, then find out your right ways and stick to them and continuously try to add flair so that customers feel good and satisfy when they leave you or when they buy any of your product; if satisfaction is moving downward, figure out how to undo the condition before it fall off the chart. Customers are the major player if you win the heart of your customer then your product/ service can risen up but if you fail to satisfy them then it means there is seriously wrong somewhere in your strategy and you need to find out the ways to improve it before it takes you out from the market.

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Make sure you really don’t get so enclosed in delivering the services that make you lose the sight of your customers’ expectations and how healthy customers think you’re handling them. Be careful in observing what’s going on in the customers’ environment that really affecting the satisfaction level.

When Customer buys anything they want it to work for them the first time.

You go to a discount supplier, and expect the quality to be not as much of as the high end dealer, but again you expect that whatever you buying till will work, first time.

When it comes to the products, expectations are fairly clear. People expect good quality products based on their price and willingly want to pay for it. And when it comes to the service, expectations may get a little downy. When customer starts a relationship with you he/she already holds some specific set of expectation and it’s very necessary for a service provider to meet those expectations level. These levels of expectations are based on their perceptions of you, Company and your stand point in the industry. They are shaped through the personal past experiences, and the experiences of others with whom customer interacts.

Think the last time you went to a self-service gas station. What have you expected? Other than the pump is working or not much else right? After you are doing all the work. You will have the opportunity to Satisfy, Dissatisfy or amaze your customer. Delivering below expectation level is obviously bad, but in creating customer loyalty, so is simply means to satisfy customers, it means they are getting nothing more or less than they are expecting. If it exceeds expectations level, you’re intimidated, and if the service you get meets your expectations you get satisfied. If it is below your expectations then you really need to work on the product or service you are offering to your customers. Creating customer value and loyalty comes from constantly going beyond your customer expectations.

CUSTOMER LOYALTY

Customer loyalty is the extent to which customers support your business and your business because you’ve developed or build an emotional bond with them. It’s very necessary to go beyond your customer expectations and address something more innate need which is unmet. Customers expect quick, welcoming service. They expect to receive an answer to the questions they asked rapidly. It’s very important to build a good relationship with your customers and handle them very carefully. Customers expect you’ll answer their call quickly and return their messages with a proper feed back. Do those things well and you’ll be in the game. But will this lead you to win your customer loyalty? Not essentially. If you fail to fulfill, have you lost your customers forever? Again, not necessary.

Previous researches shows customers accept some failure in terms of these expectations. If you failing continuously then that’s a different story. You need to make your customers a dedicated follower for that you need seek different ways to delight your customer and not only meet their expectation level but to make sure to impress them with your service facility and create good word of mouth. These days’ organizations are more customer oriented and customer expectations and their needs changing drastically. So we have to come up with such strategies where if one prospect customer comes we have to make sure he/she come again also.

According to Schneider and Bowen they refer such customers as “apostle”. They will sing the praise of your business service you are offering to friends, family and coworkers. On the other end it’s possible to completely offend the basic needs of your customers but then there is high chance that they will find all the opportunities to sabotage your business. They will become a terrorist according to the Benjamin and Bowen. They will spread bad word of mouth among every one and it will affect your business. So the point here is what creates such tremendous emotional response to the service in some customers? According to the Schneider and Bowen these types of reaction occur when you exceed the needs of a customer and delight them or on the other hand you offend those needs. You need to make a strong point in the mind of customer and deprived them of those needs.

Customers wanted to be treated on fair grounds. They wanted to know that the service and product they are getting is as good as they perceived. A study done by a consumer group. They have asked couple of airline passengers from several airports what they will pay for the ticket. Found out less than 10% of passengers will pay the same price for their own ticket even they fly from the same city.

The results show that fury among travelers who see no good reason for paying more, when they receive the same seating and service. Impartiality and fairness is even more an issue when companies resolve the customer problems. At times of service or product experience is so awful that customers seek compensation for the time they have invested in. One of the participants shared the customer service workshop experience in the following manner:

I bought a large TV from one the electronics mega outlet. The first one didn’t work well so we have to bring it back. The second one had to wait for 2 weeks because it had a large crack along the base of the screen. We don’t know this until we unpacked it. I already had an off from work because of going to collect this. When I brought it back they tried to change it because I have given them without the cover box. It was all destroyed and I was shocked even rage would be the right word. Even after describing the entire situation to the retailer he asked me to talk to other managers who acted as if they doing some extra ordinary out of the box favor by waiving off the charges.

Justice, Impartiality and Equity means making your customer feel they are getting value for money and distinguish service in a reasonable price. It evolves customer satisfaction and companies should consider the time of customers, their inconvenience when making amends, delivering on time and tr

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