Sex-Typed Service Images: An Empirical Investigation of Self-Service Variables

Stern, Barbara B.; Tewari, Sonia; Gould, Stephen J.

doi:10.1080/02642069300000051

Cited by 18 publications

(26 citation statements)

References 19 publications

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“…Research also demonstrates that individuals tend to consume products with congruent gender identities to themselves (Stern et al, 1993;Milner and Fodness, 1996;Fugate and Phillips, 2010). This congruency appears to be important in service consumption as well.…”

Section: Importance Of Gender Congruencymentioning

confidence: 90%

“…medical, travel, person), services that were offered via face-to-face and online formats and services that could be considered high-contact or low-contact services. Part of the rationale for this diverse selection of services was to broaden the limited types of services included in the past studies such as retail stores, banking, legal services, child care, hotels, airlines and photographers (Milner and Fodness, 1996;Stern et al, 1993). Based on responses, services were grouped into one of the four categories: masculine (high masculinity, low femininity), feminine (high femininity, low masculinity), androgynous (high masculinity and high femininity) or undifferentiated (low on both masculinity and femininity) (Milner and Fodness, 1996;Fugate and Phillips, 2010).…”

Section: Methodsmentioning

confidence: 99%

“…In fact, to our best knowledge, the last published article on service gender identity was published about 20 years ago (Stern et al, 1993). Two changes in the past 20 years have made this lack of relevant, recent literature more glaring.…”

Section: Paper Type Research Papermentioning

confidence: 99%

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

Melancon

Forbes

Fugate

2015

Journal of Services Marketing

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -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.Professor Douglas Fugate engaged in full-time research and teaching for more than 33 years in a career that has included appointments at three comprehensive universities and teaching experiences in four foreign countries. He has published approximately 40 journal articles, many in the area of services. Dr Fugate has been active as a reviewer for many conferences and nearly a dozen academic journals.For instructions on how to order reprints of this article, please visit our website: www.em...

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Section: Importance Of Gender Congruencymentioning

confidence: 90%

Section: Methodsmentioning

confidence: 99%

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

Melancon

Forbes

Fugate

2015

Journal of Services Marketing

View full text Add to dashboard Cite

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“…Stern, Gould, and Tewari (1993) suggested that like individuals, all services have masculine, feminine, or neutral sex-typed images. Accordingly, where the legal field has historically consisted mostly of men, it likely bears a masculine sex-typed image.…”

Section: Sex Stereotypesmentioning

confidence: 98%

“…This analysis was included because sex-based perceptions of service providers may be influenced by the sex of the consumer (e.g., Fischer, Gainer, & Bristor, 1997;Street, Kimmel, & Kromrey, 1996;Stern et al, 1993). Thus, subject sex and attorney sex were included as independent variables in an ANOVA with the dependent variables of expertise and trustworthiness.…”

Section: Subject Sexmentioning

confidence: 99%