Resumo

PERILLO, Raul Damasio  e  TROCCOLI, Bartholomeu Tôrres. Is gender a discriminant variable incustomer satisfaction evaluation?: A study by structural equation modeling. Rev. Psicol., Organ. Trab. [online]. 2008, vol.8, n.1, pp.73-91. ISSN 1984-6657.

Who is more satisfied with their bank services, men or women? There is a lack of agreement in published studies about the answer to this question. This article describes an empirical investigation with 5,768 clients of a major Brazilian bank who answered the Brazilian Questionnaire of Satisfaction and Loyalty with Bank Services (QBSLB) in a phone interview study. Structural equation modeling (SEM) was used to test for the invariance (equivalence) of the factorial structure of the QBSLB between men and women. Results showed that the factorial model used to represent customer satisfaction is only partially equivalent between men and women that were not invariant in three out of ten QBSLB factors. Although only a few specific differences in some components of the costumer satisfaction model, were observed, factorial structures which are not totally equivalent indicate that female clients are different from male clients in regard to some components of their bank service satisfaction. Based on these findings, some recommendations for improving bank-client relationship were advanced

Palavras-chave : consumer behavior; customer satisfaction; gender; factorial invariance.

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