Abstract
The study has been carried out by identifying the gap in literature as the related
existing studies primarily have been carried out in individualistic-western
settings, and no study has examined the role of gender of the service provider in
influencing service delivery experience. Male and female customers of different
branches of MCB Bank Ltd and HBL Bank Ltd located in different cities have
been surveyed to collect data for the study. Findings of the study have revealed
that results from western-individualistic societies studying influence of gender
in relationship between service delivery and service outcomes cannot be
generalized to collectivist countries like Pakistan, where eastern culture and
traditions are prominent. The findings show that core component of service
delivery significantly impacts the satisfaction and behavioral intentions of
female customers only, whereas relational component of service delivery
considerably influence satisfaction and behavioral intentions of both male and
female customers, where the effect on satisfaction of both male and female
customers is stronger while interacting with the employee of same gender.
Besides filling the gap in literature, the study has also presented various
managerial implications and has opened doors for prospective future studies by
identifying the research limitations.
Areeba Toor, Muhammad Zeeshan Zafar, Talha Hussain. (2018) Investigating Role of Gender on Frontline Employee Service Delivery: A Study of Pakistan’s Bank Customers Behavioral Outcomes, Abasyn Journal of Social Sciences, Volume-11, Issue-2.
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