Does opposite-gender pairing of consumers and service employees mitigate the negatives in service failure contexts?

Description

Consumers in stressful service contexts, including service failures, report lower (higher) magnitudes of negative (positive) emotions and more favorable attitudes toward the service employee, service experience, and the brand when paired with opposite-gender service employees. Consumers' gender-based expertise bias and perceived treatment meted out by employees are examined as moderators.

Publication Date

1-1-2015

Publisher

The Association for Consumer Research

Keywords

Marketing management, Consumer behaviour, Emotions, Gender equality

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