The impact of perceived bank service quality on young adults' perceptions of social inequality and evaluations of credit unions
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Date
2014-09-09
Authors
Song, Zeyu
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Abstract
The purpose of this research is to examine the impact of perceived service quality provided by banks on young adults’ perceptions of general societal and context-specific inequality, and negative emotions. Four laboratory experiments are designed and conducted to test these relationships. Results show increased context-specific inequality perceptions and negative affects on receiving lower quality service. Societal income inequality perceptions influenced preferences and recommendation likelihood for credit unions through attitudes towards them. A key role of knowledge about credit unions was found—whereby individuals with greater awareness provided more favorable evaluations for credit unions. Information received from friends was also trusted more than through ads. Theoretically, this research draws connections between literatures on service quality, social inequality, and information processing. Results found here have practical implications for both the functioning of banks as well as that of credit unions.
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Keywords
service quality, social inequality, credit union