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- Title
Examining Millennials' Perception of Service Gender-Stereotyping Across Four Cultures: An Exploratory Study.
- Authors
Wilder, Coleen; Pinar, Musa; Bolerjack, Kelsie; Karaatli, Gokhan
- Abstract
The main objective of this study is to examine millennial perceptions of gender effects on service quality across four different cultures. Specifically, the study examines gender helpfulness and service quality as perceived by male and female millennials from different cultures. The effects of service gender stereotyping were evaluated for male and female oriented services. The results showed that with some exceptions, millennials seem to have similar perceptions regarding genderhelpfulness and service quality across cultures, which shows millennial perceptions are similar even with cultural differences.
- Subjects
GENDER; STEREOTYPES; QUALITY of service; DEMOGRAPHIC characteristics; THOUGHT &; thinking
- Publication
Journal of Marketing Perspectives, 2017, Vol 1, p48
- ISSN
2381-3148
- Publication type
Article