Gender differences in the impact of core and relational aspects of services on the evaluation of service encounters
Abstract
Research in services marketing suggests that services consist of two components: (a) the core service (e.g., the dinner served at a nice restaurant) and (b) the relationship between the service provider and the client (e.g., the friendliness of the waiter). These dimensions are logical analogues to those in the social psychological literature describing leaders effective at task‐oriented behaviors (i.e., those focused on getting the job done) and social‐oriented behaviors (i.e., those leaders focused on maintaining group cohesion). A third literature, on gender differences, consistently describes men as agentic (i.e., goal oriented) and women as communal (socially oriented). A synthesis of the ideas from these literatures suggests hypotheses regarding which factors should be most influential to male and female consumers in determining customer satisfaction with service encounters. The results from three experiments provide support for the hypothesis that women may be generally more sensitive to relational aspects of a service encounter and men to core aspects, though there appear to be several factors moderating these findings which are not easily explained in a simple, unified theory.
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Women often place a heavier emphasis on interpersonal and procedural relationship factors during service encounters than men.
“In the context of our study, this difference with respect to agentic and communal approaches suggests that women often place a heavier emphasis on interpersonal and procedural relationship factors during service encounters than men.”
From Recovery Voice and Satisfaction After Service Failure: An Experimental Investigation of Mediating and Moderating Factors (2007) · cites this paper as Iacobucci and Ostrom 1993
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“Gender has been found to be an important predictor of differential service evaluations (Iacobucci and Ostrom, 1993) and a critical variable in the segmentation process (Darley and Smith, 1995; Arnold et al., 2004, pp. 511–512).”
BackgroundSuki, N. (2014) · doi:10.1080/1528008x.2014.855104 · Cited by 50 · see citing works
“Iacobucci and Ostrom (1993) found gender differences relating to the core and peripheral services.”
BackgroundInfluentialEffectiveness of recovery actions on deviant customer behavior—The moderating role of gender
Boo, H. C., Mattila, A. S., & Tan, C. Y. (2013) · International Journal of Hospitality Management · doi:10.1016/j.ijhm.2013.06.005 · Cited by 50 · see citing works
Investigating the immediate and long-term effects of job stressors on frontline service employees
Whiting, A., Donthu, N., & Baker, A. (2011) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2011.05.006 · Cited by 49 · see citing works
Senior Customers' Service Encounter Preferences
Grougiou, V., & Pettigrew, S. (2011) · Journal of Service Research · doi:10.1177/1094670511423785 · Cited by 49 · see citing works
Retail store loyalty: a comparison of two customer segments
Yavas, U., & Babakus, E. (2009) · International Journal of Retail & Distribution Management · doi:10.1108/09590550910956223 · Cited by 49 · see citing works
Mattila, A. S., Cho, W., & Ro, H. (2009) · Journal of Travel & Tourism Marketing · doi:10.1080/10548400902862002 · Cited by 49 · see citing works
“This finding is consistent with women’s focus on the process component of the service delivery process (e.g., Iacobucci & Ostrom, 1993).”
BackgroundResult
- Authors
- Iacobucci, D., & Ostrom, A.
- Affiliations
- Northwestern University (US)
- Corresponding author
- Iacobucci, Dawn
- ORCID
- Iacobucci, Dawn
- Venue
- Journal of Consumer Psychology
- Publisher
- Wiley
- Published
- 1993-01
- Volume
- 2
- Issue
- 3
- Pages
- 257-286
- ISSN
- 1057-7408 (ISSN-L)
- 1532-7663
- OpenAlex
- W2028441304
- Cited by
- 324
- References
- 0
- Citations by year
- 2026: 7 · 2025: 5 · 2024: 9 · 2023: 9 · 2022: 13 · 2021: 10 · 2020: 17 · 2019: 10 · 2018: 13 · 2017: 13 · 2016: 26 · 2015: 15 · 2014: 24 · 2013: 21 · 2012: 16
- FWCI
- 3.96
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Consumer Psychology (publishedVersion)
- Funders
- National Science Foundation
- Northwestern University
- Topics
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
- Physical Sciences › Computer Science › Artificial Intelligence › AI in Service Interactions
- Social Sciences › Business, Management and Accounting › Marketing › Service and Product Innovation
- Keywords
- gender differences, service encounters, core services, relational services, customer satisfaction, task orientation, service quality evaluation, moderators
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