Interdisciplinary Journal of Research in Business ISSN: 2046-7141
Vol. 3, Issue. 05 (pp.09- 15) | 2013
Gender Effect on Customer Satisfaction in Banking Sector:
A Study of Banks in Saudi Arabia
Dr. Ibrahim Abdullah Aljasser (Corresponding author)
Quantitative Analysis Department, College of Business Administration
King Saud University, Riyadh, Kingdom of Saudi Arabia
e-mail: ialjasser@[Link], iaaljasser@[Link]
Dr. Bokkasam Sasidhar
Quantitative Analysis Department, College of Business Administration
King Saud University, Riyadh, Kingdom of Saudi Arabia
e-mail: bokkasamsasidhar@[Link] , bbokkasam@[Link]
ABSTRACT
In banking sector, customers are presumed to be one of the most important stakeholders, because without them
banks are not likely to succeed. Hence, banks emphasize on research in the area of customer satisfaction. In
Saudi Arabia, majority of the banks have opened women-only branches in addition to traditional branches in
view of the practical necessity. The question is whether there is any significant difference between the
satisfactions of the customers of these two distinctly different types of banks. It is against this background that
this paper tries to evaluate customers’ satisfaction of male customers using traditional banking channels and
female bankers using women-only banks in Saudi Arabia, using primary data analysis. The global satisfaction
levels have been observed to be 4.75 and 5.16 respectively for male and female customers, on a seven point
scale, which are significantly higher than the neutral perception level at 1% level of significance. Further, the
global satisfaction level, the branch banking, ATM banking and phone banking satisfaction levels are
significantly higher for females compared to males, at 5% level of significance. The study also reveals the
preferred modes of banking among male and female customers and brings out the most frequently used banks
among different bank users.
Keywords: Customer satisfaction, male, female, women-only banks, traditional banks.
1. INTRODUCTION
1.1 Background to the Paper
Ibrahim and Bokkasam (2013) have come up with a customers' satisfaction model and its implications for
women-only banks in Saudi Arabia. In Saudi Arabia, both traditional banks and women-only banks function in
parallel. Many major banks have opened women-only branches in the 1990s that were staffed by and catered
only to female customers.
The question is whether there is any significant difference between the satisfactions of the customers of these
two distinctly different types of banks, viz., traditional banks and women-only banks. It is against this
background that this paper tries to evaluate customers’ satisfaction of male customers using traditional banking
channels and female bankers using women-only banks in Saudi Arabia. The present study focuses on measuring
customers' satisfaction for both men using traditional banking channels and women using women-only banks in
Saudi Arabia, using primary data analysis.
1.2 Objectives of the Study
The objective of the study is to present the results of an original customer satisfaction survey conducted in the
traditional banks and women-only banks in Saudi banking sector. The survey took place in and out of different
branches of various traditional banks and women-only banks in Saudi Arabia, in order to determine the
perceptions of the entire gamut of customers. The objectives of the customer satisfaction survey are focused on
the assessment of the critical satisfaction dimensions used by Ibrahim and Bokkasam (2013) for both male and
female customers.
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Interdisciplinary Journal of Research in Business ISSN: 2046-7141
Vol. 3, Issue. 05 (pp.09- 15) | 2013
The main objectives for conducting this research are:
1. To determine the satisfaction levels for both male and female customers according to the
characteristics of provided service.
2. To determine the average global satisfaction level for both male and female customers according
to customers’ perceptions.
3. To compare the satisfaction levels for male and female customers according to the characteristics
of provided service.
4. To provide Saudi bank executives with insights into the kinds of service customers find most
appropriate for their banking needs.
The paper is structured into five sections. After this introductory section, the next section (section 2) contains a
brief overview of effect of gender on customer satisfaction in different sectors. While section 3 presents the
methodology, the data analysis and findings are contained in section 4 of the paper. Section 5 gives the
summary and conclusions. The subsequent sections cover the acknowledgement and references.
2. EFFECT OF GENDER ON CUSTOMER SATISFACTION
Many studies have been carried out to evaluate the differences between men and women on satisfaction.
Customer characteristics such as gender have a great impact on the level of customer satisfaction (Mittal et al,
2001; Akinyele, 2010). There are many studies which have found satisfaction to be unrelated to gender (Carmel,
1985; Linn, 1982; 1975; Akinyele and Ihinmoyan, 2010). However many studies have found that women report
greater overall satisfaction (Bryant and Buller, 1987). On the other hand, there are studies that have identified
men as being less satisfied (Chisick, 1997; Singh, 1990). A study to investigate the relationship between
municipal service quality and customer satisfaction for each gender group in Southern Thailand revealed that
gender affects service quality perceptions and the relative importance attached to dimensions of service quality
(Safiek Mokhlis, 2012). Sam [Link].(2010) have carried out a study to compare (by gender) the perceptions by
consumers of the marketing activities of family owned businesses in the United States.
To provide quality experiences is extremely important for customer satisfaction and retention (Zeithaml, Bitner,
& Gremler, 2006). In banking sector, customers are presumed to be one of the most important stakeholders,
because without them, banks are not likely to succeed. Hence, banks emphasize on research in the area of
customer satisfaction. It is very important for banks to understand potential gender effects on customers'
satisfaction for the development of effective marketing strategies. Investigating such relationships is significant
because without sound evidence and guidelines, managers may run the risk of making wrong decisions. Since
the major banks in Saudi Arabia are operating exclusively women-only branches, this raises the question
whether there is any significant difference between satisfaction of customers of these women-only banks and
those of traditional banks. This paper focuses on answering this question.
3. METHODOLOGY
3.1 Questionnaire and the Customer Satisfaction Model
The same questionnaire and the customer satisfaction model proposed by Ibrahim and Bokkasam (2013) have
been used for collecting the primary data. The model consisting of five factors was sub defined using 31
variables, as per the perception of the respondents. A combination of both descriptive and inferential statistics
has been used for data analysis.
3.2 Data Collection
A questionnaire in English and Arabic was designed, which incorporated the measures mentioned in the
customer satisfaction model. The questionnaire was administered to gather data from the male customers of the
traditional bank users and female customers of women-only bank users in the kingdom of Saudi Arabia. The
sampling frame for the study consisted of traditional male bank users and female women-only bank users in the
Kingdom of Saudi Arabia. A total of 220 male and 279female bank users (using women-only banks) were
randomly selected and data was collected by meeting the customers face to face. Thus data from 499
questionnaires were used for analysis.
4. DATA ANALYSIS AND FINDINGS OF THE STUDY
The data collected were analyzed using IBM SPSS Statistics 20.
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Interdisciplinary Journal of Research in Business ISSN: 2046-7141
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4.1 Respondents’ Profile
The study of demographics of the respondents revealed that about 61% of the respondents are in the age group
of 25 to 35 years. Further about 75% of the users are below the age of 35 years. 95% of the respondents were
Saudi nationals and about 50% are employed in public sector organizations. About 76% of the customers were
having bachelors degree and above. The income ranges of the customers are well dispersed. It is observed that
about 45% of the customers prefer banking through ATM followed by about 42% customers preferring on-line
mode of transacting with banks. The phone banking and branch banking is preferred by about 13% of the
respondents.
According to the responses, the bank which is most frequently used by the customers are dispersed among
eleven banks, though Alrajhi and Samba banks take the top two spots. These two account for about 53% share
of all the banks. However the customers are drawn from other banks too, though they have less share, have
displayed similar perceptions. Hence, the outcome of this research is applicable for almost every bank operating
in Saudi Arabia. The graphical representation of the frequently used banks is shown in Figure 1.
Take in Figure 1.
4.2 GENDER DIFFERENCES IN GLOBAL CUSTOMER SATISFACTION
In order to determine whether there is any significant difference in the overall satisfaction of customers based on
gender, the responses for the variable "Global Satisfaction" was analyzed, both for males and females
separately. The responses were based on a seven-point scale. To test the significance, a target value of 4 was
used and one-sample t-tests have been carried out. The global satisfaction levels have been observed to be 4.75
and 5.16 respectively for male and female customers, on a seven point scale, which are significantly higher than
the neutral perception level, at 1% level of significance. The results are summarized in Tables 1 to 4.
Take in Tables 1 to 4.
4.3 GENDER DIFFERENCES IN CUSTOMER SATISFACTION FACTORS
The responses for each of the five factors together with the global satisfaction have been analyzed. The
descriptive statistics of the analysis are presented in Table 5. It can be observed that all the satisfaction factors
means are between 4.4303 and 5.6380. This clearly suggests that each factor is showing clear indication of
customer satisfaction. By ranking the mean level of customer satisfaction, the on-line banking and ATM
banking factors have the highest level of customer satisfaction, which corroborates the fact that these two are the
most commonly used modes of banking preferred by the customers of banks in Saudi Arabia. Similarly, the
branch banking and phone banking factors have the least means, confirming these as the sparingly used modes
of transactions.
Take in Table 5.
In order to determine whether there is any significant difference in the various factors influencing customer
satisfaction, independent sample t-tests have been applied on different factors. The results of the tests are shown
in Table 6. The global satisfaction level, the branch banking, ATM banking and phone banking satisfaction
levels are significantly higher for females compared to males, at 5% level of significance.
Take in Table 6.
5. SUMMARY AND CONCLUSIONS
In Saudi Arabia, the practical necessity has forced majority of the banks to open women-only branches. This
paper present an original customer satisfaction survey conducted among the customers of traditional banks and
women-only banks. Keeping in view the objectives of the study, the previously proposed customer service
model has been used to bring out the gender differences in customer satisfaction.
The global satisfaction levels have been observed to be 4.75 and 5.16 respectively for male and female
customers, on a seven point scale, which are significantly higher than the neutral perception level, at 1% level of
significance. Further, the global satisfaction level, the branch banking, ATM banking and phone banking
satisfaction levels are significantly higher for females compared to males, at 5% level of significance. The study
also reveals the preferred modes of banking among the customers and brings out the differences in the levels of
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Interdisciplinary Journal of Research in Business ISSN: 2046-7141
Vol. 3, Issue. 05 (pp.09- 15) | 2013
customer satisfaction among male and female bank users. The study also provides the bank executives with
insights into the kinds of service customers find most appropriate for their banking needs.
It must be noted that this research includes only the investigation for the customers of traditional banks and
women-only banks of Saudi Arabia. Sample size limits the scope of large scale applicability of the results. Data
gathered from a larger sample size may be useful to further validate the results. The model is not restricted to a
single sector or industry, rather it can be implemented in any sector where the interaction of
customers/consumers and services is on the highest level.
6. ACKNOWLEDGEMENT
This paper is supported by the Research Center at the College of Business Administration and the Deanship of
Scientific Research at King Saud University, Riyadh.
7. REFERENCES
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satisfaction: A study of mobile phones users in Ota-Nigeria. Journal of Management Research, vol.2
(3): 78-90.
2. Akinyele, S.T.(2010). Customer satisfaction and service quality: Customer’s re-patronage perspectives.
Global Journal of Management and Business Research, vol.10(6):84-91.
3. Bryant, B.E. , Buller, D.B.(1987). Pysicians communication style and patient satisfaction. Journal of
Health Soc. Behaviour, 28(4):375-88.
4. Carmel, S. (1985). Satisfaction with hospitalization : A comparative analysis of three types of services.
Soc. Science Med, 21(5):375-88.
5. Chisick, M.C. (1997). Satisfaction with acticve duty soldiers with family dental care Mil. Med.
2196):1243-9.
6. Ibrahim Abdullah Aljasser & Bokkasam Sasidhar (2013). Customers’ Satisfaction and Its Implications
for Women-Only Banks in Saudi Arabia, Interdisciplinary Journal of Research in Business, 2(9), 1-12.
7. Linn, L.S.(1982). Burn patients’ evaluation of emergency department care. Ann. Emerg. Med. 11;255-
9.
8. Linn,L.S.(1975). Factors associated with patient evaluation of health care. Mibank Memorial fund
quarterly Health and Society, 53:531-48.
9. Mittal,V., Wagner,A., Kamakura, W.A.(2001). Satisfaction repurchase intent and repurchase behaviour
: Investigating the moderating effect of customer characteristics. Journal of Marketing Research,
38(5):131-142.
10. Safiek Mokhlis (2012). The Influence of Service Quality on Satisfaction: A Gender Comparison,
Public Administration Research, 1(1),103-112.
11. Sam C. Okoroafo, Anthony C. Koh and Bashar S. Gammoh (2010). Gender Differences in Perceptions
of the Marketing Stimuli of Family Owned Businesses, International Journal of Marketing Studies,
2(1), 3-12.
12. Sigh, J.(1990). A multifacet typology of patient satisfaction with a hospital. Journal of Health Care
Market, 10(4):8-21.
13. Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2006). Service marketing: Integrating customer focus
across the firm (4th ed.). New York, NY: McGraw-Hill/Irwin.
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Figure 1. The graph of the frequently used banks.
Table 1. Descriptive statistics for Male data
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
Global_Satisfaction 220 4.75 .960 .065
Table 2. One-Sample t-Test for Male data
One-Sample Test
Test Value = 4
95% Confidence Interval of the
Mean Difference
t df Sig. (2-tailed) Difference Lower Upper
Global_Satisfaction 11.520 219 .000 .745 .62 .87
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Table 3. Descriptive statistics for Female data
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
Global_Satisfaction 279 5.16 1.546 .093
Table 4. One-Sample t-Test for Female data
One-Sample Test
Test Value = 4
95% Confidence Interval of the
Mean Difference
t df Sig. (2-tailed) Difference Lower Upper
Global_Satisfaction 12.586 278 .000 1.165 .98 1.35
Table 5. Gender-wise Group Statistics for Customer Satisfaction Factors
Group Statistics
Std. Error
Gender N Mean Std. Deviation Mean
Global Male 220 4.75 .960 .065
Satisfaction
Female 279 5.16 1.546 .093
About the Bank Male 220 5.0582 2.22618 .15009
Female 279 5.2444 1.35701 .08124
Branch Banking Male 220 4.4303 1.23483 .08325
Female 279 4.8566 1.45796 .08729
On Line Male 220 5.4545 1.33503 .09001
Banking
Female 279 5.6380 1.48573 .08895
ATM Banking Male 220 5.1879 1.00987 .06809
Female 279 5.5573 1.35338 .08102
Phone Banking Male 220 4.4409 1.66755 .11243
Female 279 5.1900 1.58900 .09513
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Table 6: Independent Sample t-Tests
Levene's Test
for Equality of
Variances Independent Sample t Tests
Sig. (2- Mean Std. Error
F Sig. t df tailed) Difference Difference
Global Equal variances
45.383 .000 -3.524 497 .000 -.419 .119
Satisfaction assumed
Equal variances
-3.714 472.80 .000 -.419 .113
not assumed
About the Equal variances
.881 .348 -1.152 497 .250 -.18626 .16164
Bank assumed
Equal variances
-1.091 342.94 .276 -.18626 .17067
not assumed
Branch Equal variances
4.213 .041 -3.466 497 .001 -.42633 .12300
Banking assumed
Equal variances
-3.534 494.44 .000 -.42633 .12062
not assumed
On Line Equal variances
.232 .630 -1.431 497 .153 -.18345 .12815
Banking assumed
Equal variances
-1.450 488.55 .148 -.18345 .12654
not assumed
ATM Equal variances
9.039 .003 -3.375 497 .001 -.36947 .10946
Banking assumed
Equal variances
-3.491 495.55 .001 -.36947 .10583
not assumed
Phone Equal variances
3.176 .075 -5.115 497 .000 -.74906 .14644
Banking assumed
Equal variances
-5.086 459.36 .000 -.74906 .14727
lnot assumed
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