Customer satisfaction with online banking: Effects of gender on the r...

According to the Kano model, there are three factor categories that each affect overall customer satisfaction in a different way: basic, performance and excitement factors. The categorisation of satisfaction factors is connected with various expectations and their confirmation respectively disconfirmation for different segments of customers, but the moderating role of gender has been insufficiently studied so far. Thus, the authors report on an empirical study with 304 online banking customers that investigates the factor structure of customer satisfaction with online banking according to gender. The results emphasise the importance of taking a gender perspective into account for identifying value-enhancing service elements of online banking. The findings have implications for the theory and practice of advertising.