Gender is an important discriminator of market segment in the service industry. When considering the word-of-mouth (WOM) effect as a powerful tool of the market channel, it is vital to understand the characteristics of gender and to establish different strategies for providing services depending on how males and females deliver their perceptions of service quality to other people. This study examined the differential role of gender on the relationship between core/relational service qualities and WOM. Data from 277 travelers who have stayed in midscale hotels with Food and Beverage were analyzed. The results suggest there are within-gender differences in the effect of service qualities on word of mouth, but there is no significant difference across the genders.
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