Gender
Marketers typically use demographic information such as income, age, gender, occupation, religion, ethnicity, education, marital status and household size in many marketing activities .For instance, age can be used to segment consumer markets. Apart from this implication, demographic can also affect satisfaction level, especially gender (Mokhlis, 2011). WHO (2015) explains the term of gender as the socially constructed roles, behaviors, activities, and attributes that a given society considers appropriate for men and women. Gender affect perceptions of service quality due to gender role socialization, decoding ability, differences in information processing, traits, and the importance placed on core or peripheral service. In the previous marketing literature, research explained that female customers tend to rate service quality lower when a comparison is made between genders, which mean female tends to be less satisfied than male customers. (Mokhils, 2012). According to research of Snipes et al. (2006) which found that female customer are less likely to rate the fairness and quality of service higher for given services when compared to male customers. The same as study of Mokhlis (2012), which the result showed that male clients of Greek banks have a more positive perception of the quality of service, they receive than do women clients.