cross cultural service quality expectations in the retail banking sector a study of chinese and british customers pierre p balestrini fangbing huo university surrey uk abstract has become primary competitive weapon for banks to achieve success market place with commonly undifferentiated products international however pursuing superior strategy could be particularly challenging as national may have different attitudes about fashioned by social norms this article investigates gender influences on between bank using self administered questionnaires adapted from servqual instrument an e mail survey was conducted 160 demographically similar main findings were 1 higher overall also predominantly responsiveness reliability empathy assurance dimensions 2 tangible aspects 3 female expect more services than male research can significantly help financial marketers develop nationally based latter where applicable
