Relationship of demographic variables and service quality on customer satisfaction

This study investigates the relationship between service quality and customer satisfaction to a bank in Oman. It also assesses the impact of demographic variables on service quality and customer satisfaction.

The quantitative research approach was used in this study and utilizing a survey questionnaire to a total of 400 questionnaires from which 130 filled and validated responses were retrieved. Moreover, convenience sampling with the aid of the website called “Google form” was digitally sent to the identified customers of the bank. Data collected were analyzed through SPSS.

Results revealed that service quality positively correlates to customer satisfaction and four out of the five dimensions significant influenced customer satisfaction namely: Tangibility (p=0.030<.05); Reliability (p=0.003<.01); Assurance (p=0.044<.05); and Empathy (p=0.000<.01). On the other hand, there are no significant differences in the respondents’ perception of both service quality and customer satisfaction when classified according to gender, marital status, educational level, economic status, and source of income.

This study differs from other studies as its focus extends from determining the relationship between service quality and customer satisfaction into determining the significant difference in the perception of service quality and customer satisfaction according to the identified demographic variables.