Gender bias in customer evaluations of service quality: an empirical investigation

Purpose – The presence of gender biases in performance evaluations has been previously demonstrated in a number of studies. This study aims to extend current research by examining gender differences in customer ratings of service performance. A secondary research objective of this study is to investigate gender differences in perceptions of service fairness. Design/methodology/approach – Using the SERVQUAL scale to measure service quality perceptions, responses from a sample of 8,667 customers are examined in a hierarchical regression analysis to determine if gender biases are present. Findings – The results of this study show that biases exist in service quality evaluations. Specifically, the data show that male service providers will receive higher service quality ratings than female service providers. However, the gender bias seems to diminish when service fairness is considered. It appears that customer perceptions of fair treatment are far more powerful and important determinants of overall satisfaction than the gender of the service provider. Customers expect justice in regards to fair service delivery. Interestingly, a significant difference appears to exist between males and females in their perceptions of service fairness. Males tend to rate the fairness of service encounters higher than females. Research limitations/implications – This research looked at only one service industry, that of higher education. As with any other study utilizing one industry, this study should be replicated to provide validation across all industries. Originality/value – The paper offers new insights into gender bias in customer evaluations of service quality.