How sex differences in perceptions influence customer satisfaction: a study of theatre audiences

Abstract

We explore the effects of sex-related, value-expressive and functional image perceptions on satisfaction through a study of audience members at two theatres. Results suggest that satisfaction is higher for men when they perceive an elevated level of functional service quality and for women when they perceive that the theatre possesses pro-social values. Satisfaction overlap exists when either men or women perceive market or artistic values. Existing literature has suggested that women begin elaboration of message cues at a lower threshold than men; however, it appears that a zone exists where both sexes elaborate on some image attributes, while women further elaborate on communal attributes and men focus on agentic attributes. Contrary to prevailing evidence in the services management literature, no direct link surfaced between perceived quality of the core service and customer satisfaction. Post hoc tests for mediation indicate that tangible quality of the core service is important to both men and women, driving their engagement in elaboration of image attributes, but it is not important enough to directly stimulate satisfaction when other factors of the consumption experience are taken into account in complex encounters.