Relationship between perception of quality and millennials satisfaction: the gender moderating role

Abstract

The objective of this research was to find out if gender acts as a moderating role in the relationship between the perception of quality and the satisfaction of the service provided to Millennials as clients of banking sector. It also aimed to identify the most important attributes of service quality that can be used to assess the characteristics of the quality of banking service according to customer perception. A correlational research with a quantitative approach was designed, where the population corresponded to people who were born between 1980 and 1999 in the cities of Lima, Arequipa, Trujillo, Chiclayo, and Piura, and who are clients of the four most important banks in Peru ( i.e., BCP; BBVA, Interbank, and Scotiabank) and that have had at least one financial product for a period of not less than two years. The sample used, from 480 clients, was selected at random. The instrument used was SERVQUAL questionnaire (Parasuraman et al., 1985). The results were analyzed using SPSS software and hypothesis testing were applied. Thus, it was concluded that there is a direct and positive relationship between each of the dimensions of perceived quality and the level of satisfaction with the service that banks provide to Millennials. Furthermore, it was concluded that gender does not have a moderating role in expectations, in perceived quality, or in satisfaction with the perceived quality of service.