Impact of Employee Gender and Job Congruency on Customer Satisfaction  

Oleh:

Mohr, Lois A. ; Henson, Steve W.

Jenis: Article from Bulletin/Magazine
Dalam koleksi: JOURNAL OF CONSUMER PSYCHOLOGY vol. 5 no. 2 (1996), page 161-188.
Topik: employee; employee; gender; job congruency; customer satisfaction

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ42.3 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

Lihat Detail Induk

Isi artikel

Selecting the best employees for customer contact jobs is critically important for customer satisfaction and ultimately an organization's success. One potential influence on satisfaction is the congruency between the characteristics of the employee and customer expectations. This research examines how customer respond to employees who are not of the typical or expected, gender in gender typed jobs. Two experiments were conducted that used scenarios of service encounters to manipulate employee gender and gender dominance of the occupation in between subjects designs. The dependent variables were level of satisfaction with the service encounter (experiment 1) and employee evaluation (experiment 2). The results generally showed that respondents evaluated employees more positibely when they performed congruent rather than incongruent jobs. In addition, gender and trait characteristics of the respondents influenced the way employee gender affected evaluations. The preference for confruent employees was strongest among respondents and cross sex typed respondents. A different type of congruency was also found. That is , some respondents evaluated employees more positively is they were the same rather than the opposite gender as themselves. This effect was strongest for female and for gender aschematic respondents.

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