Gender Differences in Restaurant Customers’ Positive and Negative Responses
Dr. Jen-Hung Huang
|Keywords:||顧客滿意;性別差異;負面反應;正面反應;滿意因子;不滿意因子;customer satisfaction;gender differences;negative responses;positive responses;satisfier;dissatisfier|
同樣過程，十種負面反應可歸成三類：第一類：消極的抱怨行為，第二類：積極的抱怨行為，第三類：口耳相傳（word of mouth）。分析結果同樣支持假設：如果接受不滿意服務，女性顧客比男性顧客顯現較強烈的意願採取抱怨行動。但其中有一項例外，抱怨反應中的一項可能行動是投訴消基會，男性顧客比起女性顧客較可能採行這行動，這結果顯示男性顧客比較傾向採取法律途徑解決問題。
With companies’ training programs, the front-line service providers still often find it difficult and feel frustrated to distinguish customer characteristics. Gender as a salient indicator could help employees feel much comfortable in their jobs and be able to provide better services. This study investigated whether men and women react differently when they receive satisfactory and dissatisfactory services. The different responses between men and women disclose the preferences of male and female customers as well as the potentials of customer recommendation and complaining power. Hospitality industries have greater potentials to receive customer’s’ responses than other industries. This research studies restaurant customers’ reactions when the customers received satisfactory or dissatisfactory services. The correlation matrix of these 9 positive response behaviors shows that the variables are highly correlated, indicating that the variables can be grouped. Exploratory factor analysis is first applied to determine the number of factors. The 9 complimentary responses load on 2 factors which named as “passive complimentary responses” and “active complimentary responses” respectively. The study supports the hypothesis that female consumers are more willing to deliver complimentary responses than male customers do. Ten negative response behaviors load on 3 factors. The first group was named as "passive complaining responses”. Factor was labeled as “active complaining responses”. Factor 3 is composed of two behaviors: “informing relatives and friends”, and “posting it on the Web”. Factor 3 is labeled as “WOM” (word-of-mouth). The results support the hypothesis that female respondents are more likely to present complaints than male customers. There is one exception at the scenario, complaining to the Consumers’ Foundation, male consumers showed more willingness to take this reaction than female customers. The result implies that male customers are more likely to take the legal actions for solving the problems. Service quality and company’s profits can be improved by customers’ positive as well as negative responses. This research helps companies to become capable of managing better service quality and effective training programs by analyzing the essential differences in complimentary and complaining behaviors between male and female customers.
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