Abstract
In an attempt to appeal to the changing sex-roles of women, a credit card created exclusively for career women was launched in Hong Kong. Two market surveys, separated in time by two years, were conducted to investigate the effectiveness of the strategy. It is concluded that within the design of the surveys, the effectiveness of using gender image for a service cannot be ascertained. While the card seemed to succeed in appealing to the contemporary women in the first survey, the evidence did not sustain itself in the second one. Implications of the findings for a better understanding of product genderization in the service domain are discussed.
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