The Role of Gender in Reactions to Service Failure and Recovery
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.
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Women tend to be more process oriented and to show greater interest in how they are treated by service providers.
“Women, on the other hand, tend to be more process oriented and to show greater interest in how they are treated by service providers, in terms of whether the service providers are concerned about what happened to them and whether they allow them to voice their concerns (McColl-Kennedy, Daus, and Sparks 2003).”
From Recovery Voice and Satisfaction After Service Failure: An Experimental Investigation of Mediating and Moderating Factors (2007) · cites this paper as McColl-Kennedy, Daus, and Sparks 2003
Gender effects in the voice → satisfaction relationship have been found in the literature.
“This is very interesting, because it is contrary to the gender effects in the voice → satisfaction relationship found in the literature (e.g., McColl-Kennedy, Daus, and Sparks 2003;Palmer, Beggs, and Keown-McMullan 2000).”
From Recovery Voice and Satisfaction After Service Failure: An Experimental Investigation of Mediating and Moderating Factors (2007) · cites this paper as McColl-Kennedy, Daus, and Sparks 2003
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“Iacobucci and Ostrom (1993) also found that female consumers, on the other hand, were less severe in their evaluations of female service providers who did not deliver the goods.”
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To Err Is Human(-oid): How Do Consumers React to Robot Service Failure and Recovery?
Choi, S., Mattila, A. S., & Bolton, L. E. (2021) · Journal of Service Research · doi:10.1177/1094670520978798 · Cited by 502 · see citing works
A Meta-Analysis of Organizational Complaint Handling and Customer Responses
Gelbrich, K., & Roschk, H. (2011) · Journal of Service Research · doi:10.1177/1094670510387914 · Cited by 481 · see citing works
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The interplay of customer experience and commitment
Keiningham, T., Ball, J., Benoit (née Moeller), S., Bruce, H. L., Buoye, A., Dzenkovska, J., Nasr, L., Ou, Y.-C., & Zaki, M. (2017) · Journal of Services Marketing · doi:10.1108/jsm-09-2016-0337 · Cited by 156 · see citing works
- Authors
- McColl-Kennedy, J. R., Daus, C. S., & Sparks, B. A.
- Affiliations
- University of Queensland, Australia
- Southern Illinois University Edwardsville (US)
- Griffith University (AU)
- ORCID
- Daus, Catherine S.
- Venue
- Journal of Service Research
- Publisher
- SAGE Publications
- Published
- 2003-08
- Volume
- 6
- Issue
- 1
- Pages
- 66-82
- ISSN
- 1094-6705 (ISSN-L)
- 1552-7379
- OpenAlex
- W1983415385
- Cited by
- 195
- References
- 4
- Citations by year
- 2026: 5 · 2025: 5 · 2024: 5 · 2023: 6 · 2022: 7 · 2021: 7 · 2020: 16 · 2019: 13 · 2018: 15 · 2017: 10 · 2016: 13 · 2015: 9 · 2014: 11 · 2013: 12 · 2012: 12
- FWCI
- 6.42
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Service Research (publishedVersion)
- Griffith Research Online (submittedVersion)
- 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 failure, service recovery, consumer perception, voice of the customer, compensation, perceived effort, consumer attitudes
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