Understanding gender differences in professional service relationships

Purpose – The study of relationships in marketing has received much attention of researchers over the past decade. This paper examines whether men and women exhibit differences in the strength of their relationships with a service provider, based on self‐reported behavioral measure, and whether there is a qualitative difference in the type of motivation that led to such a difference. Design/methodology/approach – Two key independent variables are shown to influence the outcome variable – relationship strength – moderated by gender. It is hypothesized that women will exhibit higher levels of intrinsic interpersonal commitment and lower levels of structural bonds in the relationship with their service providers than men resulting in higher levels of Relationship Strength. A total of 150 structured interviews were conducted. The Likert‐type seven‐point scale was used for each of the key variables. Each scale was tested for reliability. Findings – The results of the Chow test provided statistical evidence of the moderating role of gender in influencing relationships. Research limitations/implications – Further research is needed in testing the significance of the masculine (“instrumental”) and feminine (“expressive”) traits in the partner's gender role identity on the relationship outcomes. Practical implications – Results have direct implications for the professional service provider in terms to time and resources allocated to each interaction. This is especially true in health care relationships where face‐to‐face time with client is shrinking. Originality/value – This study examines the nature and source of differences between men and women in a consumer professional services context.