A multi-industry analysis of service fairness themes from the professional female viewpoint
Archer, C., Ouschan, R. and Croll, A. (2011) A multi-industry analysis of service fairness themes from the professional female viewpoint. In: Australian and New Zealand Marketing Academy (ANZMAC 2010), 29 November - 1 December 2010, University of Cantebury, Christchurch, New Zealand
Women make 85 per cent of all purchase decisions and services marketing research suggests that gender differences exist and are most influential in determining customer satisfaction with service encounters (Iacobucci and Ostrom, 1993). This qualitative study used the Critical Incident Technique (CIT) and sought to investigate the service industries where women feel most dissatisfied and identified themes of unfairness which explain women's dissatisfaction with service. This study found women were most dissatisfied with the fairness of service in the automotive industry. Two new themes related to service fairness were uncovered: informational un/fairness and sexist/non-sexist behaviours. This study is among the first to use the CIT to study how gender issues and unfair treatment themes influence service performance perceptions and service evaluations.
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