Lady first? The gender difference in the influence of service quality on online consumer behavior

Abstract

Purpose This paper aims to articulate the gender differences in the influence of service quality on online consumer behavior. Design/methodology/approach Through data collected via a Web-based questionnaire survey from 330 consumers in China, this study builds and analyzes a structural equation model, using five dimensions of E-service quality, customer satisfaction and customer loyalty, and focuses on the moderation test of gender. Findings This study finds that first, efficiency dimension of e-service quality is of same importance for male and female customers; second, there are significant gender differences in the responsiveness and reliability dimensions of E-service quality, which affect customer satisfaction; third, the impact of female customer satisfaction on customer loyalty is stronger than for male customers. Practical implications Online retailers with limited service resources should preferentially respond to service requests from male customers and provide more reliable services for female consumers under the same condition. Originality/value The research validated the applicability of self-regulation theory in online consumer behavior, explored the occurrence stage and characteristics of gender differences in online consumer behavior under influence of SRT and first found some apparent gender differences in the influence of different dimensions of e-service quality on online consumer behavior.

Role of Online Retailers’ Post-sale Services in Building Relationships and Developing Repurchases: A Comparison-Based Analysis Among Male and Female Customers

“…Positive perceptions of an online retailer's post-sale services may enhance consumers' online shopping experiences, which in turn shapes their satisfaction with a retailer. This is consistent with prior research by Martín and Jimenez (2011); Rita et al (2019), and Wang and Kim (2019), who revealed that service quality has a direct influence on customer satisfaction.…”

“…In the view of Morgan and Hunt (1994) , the act of maintaining and establishing relational exchanges represents a key change in marketing practice and theory, further stating that their theory applies to all relational exchanges connecting consumers and suppliers. Prior studies ( Crosby et al, 1990 ; Morgan and Hunt, 1994 ; Wang and Kim, 2019 ) have conceptualized the effect of relationship marketing on consequences as completely mediated by one or both of the interpersonal constructs of satisfaction and trust. Research also points to satisfaction and trust as key determinants of long-term relationships in an online environment and customer repurchase intention ( Agag and El-Masry, 2016 ; Al-Adwan and Al-Horani, 2019 ; Rita et al, 2019 ).…”

“…Individuals’ personal characteristics thus have a key role in shaping their perceptions about an on-line company and in developing satisfaction and trust ( Martín and Jimenez, 2011 ). Accordingly, researchers agree that in terms of swaying consumers’ online shopping behavior, gender should be considered as an important demographic variable ( Goldsmith and Flynn, 2004 ; Kim et al, 2007 ; Wang and Kim, 2019 ). Consequently, a comparison of perceived post-sale services among female and male customers has been suggested, considering that it would enhance marketers’ and researchers’ understanding the post-sale services of an online retailer.…”

“…Moreover, in the context of e-commerce, gender differences in customer behavior do exist, varying with the customer group, environment ( Kim et al, 2007 ; Wang and Kim, 2019 ), and in the relative influence of each antecedent ( Lin et al, 2019 ). For example, it is suggested that male customers are more rational, whereas females are more emotional ( Wang and Kim, 2019 ). Literature has further revealed that unlike male customers, females prefer higher levels of convenience ( Lai et al, 2014 ), easy accessibility and ease of use ( King, 2009 ).…”

The Influence of Gender on Online Consumer Decision Making: A Review

“…The impact of customer satisfaction on customer loyalty is more substantial for females than males (Wang and Kim 2019). Service quality is, however, important to both male and female customers.…”