Managing Service Quality in Commercial Banks: A Gender Focus

Service quality is a competitive weapon in the banking industry. The gender of customers continue to be one of the most popular and well-accepted base for segmenting markets and customers. The banks have to formulate their marketing plans and strategies on the basis of the customers segment to reap the competitive advantages. Hence, the present study focuses on the measurement of service quality in commercial banks according to the gender's perspective. The study was conducted among the bank customers in Madurai district, Tamilnadu. The study identified that the male customers perceive more on higher number of service quality items than the female customers. The male customers ranked the reliability and effectiveness and assurance as the important service quality factors of the commercial banks whereas the female customers pointed out the price and access. The service portfolio is highly ranked by the male customers whereas poorly ranked by the female customers. The outcome of the study reveals the need o...