The influence of demographic variables on service quality perceptions in three selected service industries

Artikel

Despite reservations about the use of demographic variables for market segmentation purposes it is a method which is widely used. Although this was not a segmentation study as such, the extent to which service quality perceptions are influenced by demographic variables has been investigated. It is believed that if demographic variables are found to influence service quality perceptions, they may serve as important pointers to the marketers of services when considering segmentation strategies. The empirical results revealed that both age (p 0.05) and level of education (p 0.01) exert a significant influence on consumers' perceptions of service quality. Younger consumers and relatively well-qualified consumers rate service quality lower than do older consumers and consumers who are not particularly well qualified academically. Both younger and well qualified consumers could be important target markets to services marketers in delivering quality service.

Object Details

• Language: Englisch

References and Relationships

• Bibliographic citation: Journal: South African Journal of Business Management ; ISSN: 2078-5976 ; Volume: 23 ; Year: 1992 ; Issue: 3/4 ; Pages: 69-74 ; Cape Town: African Online Scientific Information Systems (AOSIS)

Classification and Topics

• Classification: Management

Contributors, Places and Time

• Event: Geistige Schöpfung
• (who): Boshoff, Christo ; Nel, Deon
• Event: Veröffentlichung
• (who): African Online Scientific Information Systems (AOSIS)
• (where): Cape Town
• (when): 1992

Further information

• DOI: doi:10.4102/sajbm.v23i3/4.888
• Handle: http://hdl.handle.net/10419/218086
• Last update: 10.03.2025, 11:46 AM CET