Canadian Social Science
The Effect of Demographic Characteristics on Antecedents and Consequences of Customer Satisfaction in Banking Industry
Abstract
Satisfaction is a key variable in services marketing that determines the development of long-term relationships. The purpose of current study is to determine the effects of demographic characteristics on antecedents and consequences of customer satisfaction in banking industry. Statistical population was bank customers in the area of Tehran. An analysis of variance (ANOVA) was used for data analysis. Data was collected on customer characteristics, sending a questionnaire to 551 customers of governmental and private bank branches in Tehran, Iran. Finding reveals that gender influences loyalty. Age has a significant impact on trust. Additionally, customer’s education influenced widely switching costs. Customer satisfaction, trust and switching costs have been influenced by customer job. Finally, customer income influences customer satisfaction, complaints, trust and loyalty.
Key words: Customer satisfaction; Banking industry; Demographic characteristics; Iran
La satisfaction est une clévariable dans le marketing des services, qui détermine le développement de relations à long terme. Le but de la présente étude est de déterminer les effets des caractéristiques démographiques sur les antécédents et les conséquences de la satisfaction client dans le secteur bancaire. Population statistique a été
clients de la banque dans la région de Téhéran. Une analyse de variance (Anova) a été utilisé pour l'analyse des données. Les données ont été recueillies sur les caractéristiques des clients, l'envoi d'un questionnaire à 551 clients de succursales de banques publiques et
privées à Téhéran, en Iran. Trouver révèle que la loyauté des sexes influences. L'âge a un impact significatif sur la confiance. de plus, l'éducation à la clientèle a influencé considérablement les coûts de commutation. coûts satisfaction de la clientèle, la confiance et de commutation ont été influencés par poste client. Enfin, les revenus des clients influe sur la satisfaction des clients, des plaintes, la confiance et la loyauté.
Mots-clés: Satisfaction du client; Industrie bancaire; Caractéristiques démographiques; Iran
Keywords
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DOI: http://dx.doi.org/10.3968/j.css.1923669720110704.380
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