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Purpose This study aims to develop and test a service-based demographic framework for studying service quality perceptions. Specifically, the effect of level of service contact and key demographic variables of age, gender and income on service quality perceptions is examined. Originality Prior research has not empirically examined whether service quality dimensions vary on the basis of service type thus this paper contributes to knowledge in this field.doi:10.1108/08876040810909677 fatcat:vsv2kwg7infmbjzbrle433i2t4