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“Competence”, “Security” and “Product Portfolio”.
          Independent T test and ANNOVA Test were used to measure the customer’s expectations
          and  perceptions  towards  service  quality  with  reference  to  financial  advisors.  Results
          reveal  that  no  difference  was  detected  gender  wise  expectation  and  expectations
          between different Income categories but there is a significant differentiation between the
          expectations  of  various  age  categories.  Based  on  results  of  hypothesis  performed  for
          measuring customers’ perception, it is found that no difference was detected between
          perception  of  males  and  females  but  there  is  significant  differentiation  between
          expectations of various age categories and Income categories. The paired sample T test
          was performed for measuring gap between expectation and perception towards service
          quality of financial advisors. Based on the results it is found that there is significant gap
          exists  between  customers’  expectations  and  customers’  perceptions  towards  service
          quality of financial advisor. Regression analysis has been applied to determine impact of
          each  of  five  dimensions  on  overall  perception.  The  results  revealed  that  there  is
          significant impact of each of five dimensions of overall perception.

          The  research  developed  reliable  dimensions  for  measuring  customer  perceived  service
          quality  of  financial  advisors.  Here,  service  quality  can  be  measured  through  five
          dimensions:  reliability, responsiveness, competence, security and product portfolio. This
          would help the financial advisors and financial services institutions to allocate resources
          efficiently, with special focus on important dimensions. In today’s competitive financial
          services  sector,  these  findings  can  be  used  for  preparing  and  executing  effective
          strategies  and  actions  to  achieve  competitive  edge  through  customer  satisfaction  and
          retention.

          Key  words:    Financial  Advisor,  Customer’s  Expectation  and  Perception,  Service  Quality
          Dimensions,  Exploratory  Factor  Analysis,  GAP  Analysis,  Independent  Sample  T-  Test,
          ANOVA, Paired Sample T-Test, Regression Analysis





















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