Effects of Gender, Occupational Stereotyping, and Culture on Perceived Service Quality in Anglo-Saxon and Middle Eastern Cultures

Abstract

This article investigates whether customers perceive receiving better service from same-gender service providers or from opposite-gender service providers. It also examines how occupational stereotyping and cultural values influence the perceived quality of service in eight industries. Based on 1,180 respondents from four counties, insights are provided on the effects of gender, occupational stereotyping, and culture on service quality. The study found significant gender and cultural effects on service quality and significant interaction effects of gender and culture. It was also determined that occupational stereotyping and culture significantly affect perceived service quality within each culture, which could have important managerial implications.