How do women and men feel some aspects of satisfaction and loyalty in banking sector? A case study from the Czech Republic

Abstract

The aim of our research was to investigate the relationship between gender and major attributes of satisfaction and loyalty of the banking clients. In this context, at the same time it was investigated whether there are statistically significant differences between the genders depending on age and education. The banks' customers' satisfaction research was conducted through a questionnaire investigation in the Czech Republic in 2014 on a sample of 459 respondents, of which 44% were men and 56% were women. The results of our research pointed to the fact that there are some differences in the attitudes and opinions of men and women in the area of satisfaction and loyalty of the banking customers. More women believe that the bank staff has a genuine interest to understand their financial needs. In our research, women have more often reported that their bank's staff would explain them the advantages and disadvantages of bank products that are of their interest. It was also found out that women are more loyal to their banks than men. Men and women thus perceive some factors that determine their level of satisfaction in different ways. For this reason in banking practice it is necessary to correctly assess the different trends and apply them to the customer care system.