The Effect of Gender Differences on the Choice of Banking Services - Journal of Service Science and Management

JSSM > Vol.9 No.5, October 2016

The Effect of Gender Differences on the Choice of Banking Services ()

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DOI: 10.4236/jssm.2016.95041 1,869 Downloads 5,485 Views Citations

Author(s)

Enav Friedmann¹, Oded Lowengart²

Affiliation(s)

¹Bar Ilan University, Ramat Gan, Israel.
²Ben Gurion University, Beer Sheva, Israel.

ABSTRACT

This paper presents a conceptual framework based on the evolutionary theory to explain gender differences when considering the saliency of various attributes in choosing a banking service. Unlike most studies that examined the importance of these attributes by asking respondents to rate them, we assessed the saliency of the attributes indirectly in a choice task among five real banks, hence examined the gender differences in a realistic choices process. Results from both studies supported hypotheses based on evolutionary theory in that functional considerations such as cost were more important for men than for women, while other service characteristics were salient for both genders. Implications for marketing strategies that target men and women differently are discussed.

KEYWORDS

Psychological Gender Differences, Bank Choice Process, Cost, Personal Service, Evolutionary Theory

Share and Cite:

Friedmann, E. and Lowengart, O. (2016) The Effect of Gender Differences on the Choice of Banking Services. Journal of Service Science and Management, 9, 361-377. doi: 10.4236/jssm.2016.95041.

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