Customers’ Socio-economic Characteristics and the Perception of Service Quality of Bahraini Commercial Banks

Wathek Shaker Ramez

Abstract


This study aims: to apply the SERVQUAL instrument to evaluate the service quality of commercial banks of
Bahrain, and to investigate the relationship between customers’ socio- demographic characteristics and the
overall service quality and its dimensions. Based on a questionnaire survey of 195 customers, the results indicate
that SERVPERF scale explains more of the variance in service quality than SERVQUAL scale. Three – factor
solutions were produced, the first factor includes: reliability, responsiveness and assurance dimensions, which
have the largest influence on the overall service quality. In addition, no significant relationships were found
between customer’s socio- demographic characteristics and the overall service quality. However, significant
differences were observed in the perceptions of customers’ nationality and duration of experience groups and the
reliability and empathy dimensions.


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International Journal of Business and Management   ISSN 1833-3850 (Print)   ISSN 1833-8119 (Online)

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