Effects of Reference Groups and Country of Origin on the Relationship of Service Quality Expectations and Choice of Brands

Table of Contents

1 INTRODUCTION

1.1 MOTIVATION FOR THE RESEARCH

1.2 THE CONTEXT OF BANKING IN INDIA

1.3 A PERSPECTIVE ON THE RESEARCH PROBLEM

1.4 SUMMARY OF THE RESEARCH OPPORTUNITY

2 LITERATURE REVIEW

2.1 ‘SERVICE QUALITY EXPECTATIONS’ AND BRAND PREFERENCES

2.2 EXPECTED SERVICE QUALITY AND GROUP INFLUENCE

2.3 REFERENCE GROUP AND BRAND PREFERENCE

2.4 ‘COUNTRY OF ORIGIN’ AND SERVICE EXPECTATIONS LEADING TO BRAND PREFERENCE

2.5 CHOICE OF BRAND IN CONTEXT OF BANK

2.6 CONCEPTUAL FRAMEWORK

3 METHODOLOGY

3.1 RESEARCH DESIGN

3.2 DATA COLLECTION

3.3 TARGET POPULATION

3.4 SAMPLING METHOD

3.5 SAMPLE SIZE

3.6 RESPONSE SCALE

3.7 KEY VARIABLES

3.8 DATA ANALYSIS PLAN

3.9 MEASUREMENT OF THE VARIABLES TO SELECT THE CORRECT DATA ANALYSIS

4 ANALYSIS OF THE DATA, RESULTS AND DISCUSSION

4.1 INTRODUCTION

4.2 ANALYSIS OF DATA AND RESULTS

4.1 LIMITATIONS

Communication Constraints

Scoping Constraints

Questionnaire Constraints

5 CONCLUSSIONS AND RECOMENDATIONS

5.1 CONCLUSION

5.2 SERVICE EXPECTATIONS AND GROUP INFLUENCE

5.5 FUTURE RESEARCH

6 REFERENCES

SECTION I: PRE-TEST QUESTIONAIRE

SECTION II: FULL QUESTIONAIRE

Research Objectives and Themes

This thesis investigates the complex relationship between service quality expectations and the selection of banking brands in India. It aims to determine how social reference groups and the country of origin of a banking brand influence consumer decision-making processes, specifically moving beyond traditional service quality models to incorporate psychological and behavioral factors.

• The role of "Service Quality Expectations" (SQE) in driving brand preference.
• The impact of normative and comparative reference group influence (RGI) on service expectations.
• The moderating effect of "Country of Origin" (COO) on the relationship between service quality and brand choice.
• The influence of demographic factors, particularly age, on the susceptibility to group influence and service expectations.

Excerpt from the Book

Summary of Chapters

1 INTRODUCTION: This chapter outlines the research motivation, the context of the Indian banking sector, the research problem, and defines the overall research opportunity.

2 LITERATURE REVIEW: This chapter covers relevant literature on service quality expectations, reference groups, country of origin effects, and defines the conceptual framework for the study.

3 METHODOLOGY: This chapter details the research design, data collection methods (including pre-test and main survey), target population, sampling method, and statistical analysis plan.

4 ANALYSIS OF THE DATA, RESULTS AND DISCUSSION: This chapter presents the empirical findings, statistical results of hypotheses testing, and discusses limitations encountered during the research.

5 CONCLUSSIONS AND RECOMENDATIONS: This chapter provides conclusions based on the research findings, managerial implications for banks, and suggestions for future research.

Keywords

Service Quality, Banking, Reference Group Influence, Country of Origin, Brand Preference, Customer Satisfaction, SERVQUAL, Consumer Behavior, Normative Influence, Comparative Influence, India, Financial Services, Marketing, Purchase Intention, Moderation Analysis

Frequently Asked Questions

What is the core focus of this research study?

The study examines the relationship between service quality expectations and the preference for specific banking brands in India, specifically looking at how external factors like reference groups and country of origin moderate this relationship.

What are the primary thematic areas covered?

The work focuses on service quality dimensions, social influence via reference groups (normative and comparative), the country of origin (COO) effect on service branding, and consumer choice behavior in the Indian banking industry.

What is the primary objective or research question?

The primary objective is to investigate how reference group influence and the country of origin of a bank moderate the established relationship between service quality expectations and actual brand preference in the Indian banking context.

Which scientific methodology is utilized?

The researcher uses a deductive, quantitative research approach, employing an administered survey with marketing scales (based on SERVQUAL) and statistical testing through linear regression, mediation, and moderation analysis using SPSS.

What topics are discussed in the main body?

The main body covers the theoretical framework of service expectations, the role of word-of-mouth and social pressure in banking choices, and empirical data analysis verifying several hypotheses related to age, social influence, and brand perception.

Which keywords characterize this work?

Key terms include Service Quality, Banking, Reference Group Influence, Country of Origin, Brand Preference, Customer Satisfaction, and Consumer Behavior.

How does age affect the relationship between service expectations and reference groups?

The study finds that age moderates this relationship, with younger age groups showing higher susceptibility to reference group influence compared to older consumers.

Does the "Country of Origin" of a bank impact brand preference in India?

Yes, the study finds that the country of origin acts as a moderator in the relationship between service quality expectations and brand preference, particularly for foreign banks like Citibank in the Indian market.