Gender and age as moderators in the service evaluation process

Piyush Sharma · Ivy S.N. Chen · Sherriff T.K. Luk

133 citations0/0 files storedJournal of Services Marketing

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Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence Service and Product Innovation

Abstract

Purpose Prior research exploring the relationships among sacrifice, service quality, value, satisfaction, and behavioral intentions in service evaluation models did not consider customer characteristics. This study aims to test the moderating effects of two demographic variables (i.e. gender and age) on all the relationships in the “comprehensive” service evaluation model. Design/methodology/approach Responses from a diverse group of shoppers (n=2,727) in six retail categories (cosmetics, electronics, fashion, jewelry, telecom services, and department stores) were examined using structural equation modeling. Findings The negative relationship between sacrifice and perceived value, and the positive association of perceived value and satisfaction with behavioral intentions, is stronger for the male and older customers; whereas the positive association of service quality with satisfaction and value is stronger for female and younger customers. Research limitations/implications The study examined behavioral intentions instead of actual behavior due to its cross‐sectional design. However, in the categories examined (cosmetics, fashion, department stores, etc.) where purchase frequencies range from moderate to high, behavioral intentions may highly correlate with actual behavior. Practical implications The findings help retail managers understand the differences in the influence of perceived sacrifice, value, service quality, and satisfaction on the behavioral intentions of customers, based on individual characteristics such as gender and age. They should be able to plan and prioritize their marketing activities for diverse customer segments. Originality/value The study offers new insights on the individual differences in the service expectations and perceptions, which in turn affect customer behavior and loyalty.

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References

1999Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives 2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.1988Structural equation modeling in practice: A review and recommended two-step approach.1988On the Evaluation of Structural Equation Models 1985A Conceptual Model of Service Quality and Its Implications for Future Research 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1996The Behavioral Consequences of Service Quality 1982In A Different Voice: Psychological Theory And Women's Development

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