Selected dimensions of service gender: a study of perceptions of Generation Y

Abstract

Purpose – This paper aims to investigate how changes in technology and gender roles have changed Generation Y’s (Gen Y) perception of the gender of services from previous studies. Although the past 20 years have seen substantial changes in service delivery methods in addition to changes in the traditional roles of gender and households, in many ways, businesses continue to deliver products and services to their customers using traditional marketing techniques. Design/methodology/approach – Survey data were collected using a sample of 190 responses. Findings – Results indicate that consumers will consistently identify services as having gender, that consumers will rate service gender consistent with the perceived typical consumer of a service and that consumers will rate service gender consistent with the gender of their front-line employee. Online/automated services are also gendered. High-contact services have stronger gender identity than low-contact services. Congruence of consumer and service gender is more important to men than women. Practical implications – This study suggests that managers must understand gender identity of their services as well as cues that suggest gender relating to consumers and front-line employees. Automated and online services also must be positioned to give correct gender cues, particularly to male markets. Originality/value – This is one of the few studies to explore the gender identity of services and the first study to consider service gender in approximately two decades. Additionally, it is the first study to explore gender in automated delivery/online services as well as high/low-contact services, and the first study to gauge service gender perceptions of Gen Y.

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