Satisfaction Perceptions Differences of Customers of Banks in Saudi Arabia Based on Gender

Abstract

, Branch Banking, On-line banking, ATM Banking and Phone Banking for both male and female customers separately. It also identifies the characteristics affecting the satisfaction perceptions of customers of banks in Saudi Arabia. Study Design: This study was based on a questionnaire survey. Methodology: 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 279 female bank users (using women-only banks) were randomly selected and data was collected by meeting the customers face to face. The data collected were analyzed using IBM SPSS Statistics 20. Results: The study revealed that male customers in lower age group have higher satisfaction with on-line, ATM and phone banking. Male customers working in public and private sectors have higher satisfaction with on-line and ATM banking. Male customers with bachelor’s degree and below are more satisfied with phone banking. Male customers in higher income groups have higher satisfaction with all modes of banking. Female customers below 25 years have lesser satisfaction with phone banking. Conclusion: The effects of demographic characteristics which affect different modes of banking for males using traditional banks and females using women-only banks have been brought out. This study provides the bank executives with insights into the kinds of service customers find most appropriate for their banking needs.