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Abstract
The purpose of this paper was to examine (1) the role of gender in predicting service quality perceptions and (2) the relationship between quality perceptions and satisfaction. The findings of this study were based on the empirical analysis of a sample of 234 respondents. Fifty three percent of the respondents (n = 124) were males while forty seven percent of the respondents were females (n = 110). The result generally support the hypothesis that gender affects service quality perceptions and the relative importance attached to dimensions of service quality. The study also revealed that that tangibles, reliability and responsiveness were critical service quality dimensions for determining satisfaction of both male and female customers.
Highlights
Revealing customer perceptions of service experiences has always been important to the success of all service organizations
A substantial amount of research on service quality can be found in the marketing literature, little attention has been paid to the influence of gender on perceived service quality, with few exceptions
Studies showed that female customers tend to rate service quality lower when a comparison is made between genders (Lin, Chiu & Shieh, 2001; Tan & Kek, 2004; Snipes, Thomson & Oswald, 2006; Juwaheer, 2011)
Summary
Revealing customer perceptions of service experiences has always been important to the success of all service organizations. To provide quality experiences is extremely important for customer satisfaction and retention (Zeithaml, Bitner, & Gremler, 2006). Service organizations providing public benefit services are no exception. Within the public service sector, offering superior quality and tailored services is a key contributor to customer satisfaction (Wisniewski, 2001). The increasing number of academic publications devoted to such topics as service quality and customer satisfaction research represents the increased importance of services marketing and management (Asubonteng, McCleary, & Swan, 1996; Ladhari, 2009). A substantial amount of research on service quality can be found in the marketing literature, little attention has been paid to the influence of gender on perceived service quality, with few exceptions. The issue has not been examined in the context of local government services, among customers of a municipal authority
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