Gender Differences in Service Quality Expectations in the Fast Food Industry

Rama Yelkur · Subhra Chakrabarty

59 citations0/0 files storedServices Marketing Quarterly

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

Abstract

Services marketers can influence the evaluation of service quality by “managing” customer expectations. Expectations can also provide insights into market segmentation strategies. Gender is often used as a segmentation variable since it is easily identifiable, accessible, and profitable. The purpose of this study was to examine if there are any gender-based differences in the expectations of service quality in the fast food industry. Hypotheses on gender differences in expectations were tested by an ANOVA, where the composite scores of each of the five dimensions of fast food service were used as dependent variables. The expectations of women were significantly higher than men in four of the five dimensions of fast food service quality.

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References

1988Structural equation modeling in practice: A review and recommended two-step approach.1985A Conceptual Model of Service Quality and Its Implications for Future Research 1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1978The Reproduction of Mothering 1994Gender differences in personality: A meta-analysis.2023The Reproduction of Mothering 1977Effect of expectation and disconfirmation on postexposure product evaluations: An alternative interpretation.1993Expectations, Performance Evaluation, and Consumers' Perceptions of Quality

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