The Study of Market Segmentation and Service Quality Gap of Consumer Banking

Autor: Wen-Lin Yang, 楊文麟
Rok vydání: 1999
Druh dokumentu: 學位論文 ; thesis
Popis: 87
This study chooses people who have one or more credit cards which belong to one of the products of consumer banking as experimental objects to explore the relationship of demographic variables, benefits sought variables and service quality variables. Indepen-dent variables of the study include demographic variables and benefits sought variables. Dependent variables of the study include consumer''s expectation of service quality, the difference between expectation and actual perception of service quality, and benefits sought. The statistical methods adopted here include factor analysis, cluster analysis, analysis of variance, scheffe test, independent t test and dependent t test. The results of this study reveal that the primary benefits sought by consumers are re-sponse speed, convenience, price and symbolic benefits. Three different benefit seg-ments are produced by four benefits sought factors: response-speed-oriented, conven-ience-oriented and price-oriented segments. Different segments have their particular ex-pectations for different credit card services. The difference between expectation and actual perception of service quality of each segment has significant difference partially. Response-speed-oriented emphasizes on reliability, responsiveness, assurance and em-pathy. Convenience-oriented segment emphasizes on reliability, responsiveness, and assurance. Price-oriented segment emphasizes on tangibles, reliability, responsiveness, assurance and empathy. The expectation for service quality depends on demographic variables. The difference between expectation and actual perception of service quality for each demographic variable has significant difference. Particular demographic vari-ables have significant impact on benefit sought of credit card.
Databáze: Networked Digital Library of Theses & Dissertations
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