Gender bias in customer evaluations of service quality: an empirical investigation

• Published in: The Journal of services marketing Vol. 20; no. 4; pp. 274 - 284
• Main Authors: Snipes, Robin L, Thomson, Neal F, Oswald, Sharon L
• Format: Journal Article
• Language: English
• Published: Santa Barbara Emerald Group Publishing Limited 01.06.2006
• Subjects: Bias; Consumer behavior; Consumers; Customer satisfaction; Customer services; Customer services quality; Employees; Gender; Gender differences; Organizational behavior; Perceptions; Quality; Quality of service; Ratings & rankings; Service industries; Sex and gender issues; Women; Employees; Customer services quality; Customer satisfaction; Sex and gender issues
• ISSN: 0887-6045; 2054-1651
• DOI: 10.1108/08876040610674616

Purpose - The presence of gender biases in performance evaluations has been previously demonstrated in a number of studies. This study aims to extend current research by examining gender differences in customer ratings of service performance. A secondary research objective of this study is to investigate gender differences in perceptions of service fairness.Design methodology approach - Using the SERVQUAL scale to measure service quality perceptions, responses from a sample of 8,667 customers are examined in a hierarchical regression analysis to determine if gender biases are present.Findings - The results of this study show that biases exist in service quality evaluations. Specifically, the data show that male service providers will receive higher service quality ratings than female service providers. However, the gender bias seems to diminish when service fairness is considered. It appears that customer perceptions of fair treatment are far more powerful and important determinants of overall satisfaction than the gender of the service provider. Customers expect justice in regards to fair service delivery. Interestingly, a significant difference appears to exist between males and females in their perceptions of service fairness. Males tend to rate the fairness of service encounters higher than females.Research limitations implications - This research looked at only one service industry, that of higher education. As with any other study utilizing one industry, this study should be replicated to provide validation across all industries.Originality value - The paper offers new insights into gender bias in customer evaluations of service quality.