Gender and Service Quality

Gender segmentation has grown in use over the years as marketers have recognized that women are a lucrative market segment; therefore, marketers have become more sensitive to women’s attitudes and needs (Kotler and Armstrong, 1991). However, study by Jusoh et al. 2004 in measuring the service quality performance of a faculty in public university revealed that there are no significant differences on the student’s evaluation of service quality by gender. The finding is consistent with the result by Illias et al (2008), which also found there is no significant difference between male and female in their perceived service quality.

 Another research in banking industry conducted by Al – Tamimi and Al - Amiri (2003) in analyzing service industry in the UAE Islamic Bank, there was no significant difference in the level of service quality in the UAE Islamic banks based on the customer's gender. 

reference: 

Jusoh, A, Omain, S.Z, Majid, N.A, Hishamudin and Shamsuddin, A.S, (2004), “Service Quality in Higher Education: Management Students’ Perspective”, Project Report, University of Technology Malaysia.Illias, A, Hasan, H.F.A, Rahman, R.A and Rushdan, M., (2008), “Student Satisfaction and Service Quality: Any Differences in Demographic Factors”, International Business Research, 1(4), 131 – 143.

Al – Tamimi, H.A.H., and Al – Amiri, A., (2003), “Analysing Service Quality in the UAE Islamic Banks”, Journal of Service Marketing, 8, 119 – 132.