gender differential paper IJCRB

ijcrb.webs.com
JUNE 2011
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS VOL 3, NO 2
produced highest returns (Hussain, et al; 2009). In the lead were the newly privatized banks like
UBL, HBL and MCB which have embarked upon consumer financing and extended their
network outside major cities (Hussain et al;2009).This development led to a tough competition
which compelled bankers to meaningfully enhance their service quality (determinant of customer
satisfaction) to attract and retain new clientage (Naeem and Saif,2010). Hence, a need was felt to
investigate the nature of correlation between service quality and customer satisfaction as
applicable to Pakistani Banks with different organizational culture. In the back drop of above
described situation, the researcher intends to study the contextual impact of service quality on
customer satisfaction in banking sector of Pakistan.
1.1 Objectives of the Study
• To confirm direction of causal linkage between service quality and custom satisfaction in
banking sector of Pakistan.
• To study impact of service quality on customer satisfaction or vice-a-versa.
• To contextualize the interaction between service quality and customer satisfaction in
banking sector of Pakistan.
1.2 Significance of the Study
The study contextualizes the impact of service quality on customer satisfaction in banking
sector of Pakistan by comparing two independent sets of data. Moreover it makes
recommendations for researchers as well as managers.
2. Literature Review
2.1 Dimensions of National Culture.
Till late sixties the Convergence approach remained as a widely accepted belief (Hofstede,
2008). The scholars could not find any linkage between national culture and management which
was taken as a universal practice. However, with the advent of seventies this notion faded away
and most of the organizations including multi-nationals identified it to be the most crucial
problem for management in the corporate sector. As of now, the concept of “flat world”
(Friedman, 2005) or a “global village” (Ger, 1999) is having a telling effect on business concerns
(Dunphy, 1987).However, each nation still maintains the integrity of its respective culture
(Aristotle, 330 B.C; Ibne Khnldum, 1380 A.D; Frederic, 1850; Wundt, 1910). The impact of this
distinctive element of different cultures can be measured with five dimensions of national
cultures (Hofstede, 1983)
2.2 Organizational Context
With the fading away of standardization, the importance of context specific localization has
increased manifolds (Hofstede, 1980). Therefore, organizational psychology needs to develop a
through understanding of context related implication of culture. It will reveal the nature of their
interdependence. The cross cultural organizational psychology should, therefore, incorporate
contextual factor (s) into the research design to find their moderating affect (Koztowski and
Klicn, 2000). In this backdrop, the organizational context can affect the interrelationship of
independent and dependent variables as under:-
a. Amplification Effect
It this case organizational context will accelerate and strengthen the variations caused by
direct relationship (Tett and Burnett, 2003). For example sense of accountability makes the
collectivists more cooperative and individualists more competitive (Gelfand and Realo,
1999).
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