The Role of Gender in Reactions to Service Failure and Recovery

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Title The Role of Gender in Reactions to Service Failure and Recovery
Author McColl-Kennedy, Janet R.; Daus, Catherine S.; Sparks, Beverley
Journal Name Journal of Service Research
Editor Roland Rust
Year Published 2003
Place of publication United States
Publisher Sage Publications, Inc.
Abstract Male and female consumers place different emphasis on elements of the service recovery process. Perceptions were influenced by gender of the service provider and by a match of customer and service provider gender. The study, an experimental design with 712 respondents, found that when service providers, irrespective of gender, display concern and give customers voice and a sizable compensation, both men and women reported more positive attitudes compared with when this was not so. Combinations of high voice with high outcome and high voice with high concern were especially important in positively influencing perceptions of effort, regardless of gender. However, the authors also found that there were significant differences between male and female respondents regarding their perceptions of how service recovery should be handled. Women want their views heard during service recovery attempts and to be allowed to provide input. Men, in contrast, do not view voice as important.
Peer Reviewed Yes
Published Yes
Publisher URI
Copyright Statement Copyright 2003 Sage Publications. Reproduced in accordance with the copyright policy of the publisher. First published in Journal of Service Research. This journal is available online:
Volume 6
Issue Number 1
Edition 2003
Page from 66
Page to 82
ISSN 1094-6705
Date Accessioned 2004-03-19
Language en_AU
Research Centre Griffith Institute For Tourism
Subject Marketing and Market Research
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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