A Gender-Based Approach: Service Quality and Customer’s Loyalty

Document Type: Original Research


1 SZABIST, Islamabad Campus, Pakistan

2 Management Sciences, IQRA University, Islamabad, Pakistan

3 Branch Banking, Soneri Bank Ltd, Rawalpindi, Pakistan


This study explores moderating role of branch managers as gender on the service quality and customer’s loyalty in Private Banks of Pakistan. This study seeks additional insights through comparison of the strength of influence of gender as male and female. Data was collected using convenient sampling technique from 175 respondents of two large private banks through self-administered questionnaire. Statistical software package for social sciences was employed for data analysis Regression analysis and Andrew Hayes methodology of moderation has been used to analyze data. Response rate in this study was 87.50%.there is significant relationship of service quality with customer’s loyalty. Gender moderates the association of service quality and customer’s loyalty. But, impact of male gender is higher than female as moderator on relationship of service quality and customer’s loyalty. Male branch managers moderate the association of service quality and customer’s loyalty. There is non-significant impact of female branch managers on the relationship of service quality and customer’s loyalty. This study will help the management of banks to assess and improve level of service quality in retail banking in order to retain existing customers, grasp new customers and enhance their loyalty.


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