Abasyn Journal of Social Sciences – Vol (11), Issue (2), 2018

Investigating Role of Gender on Frontline Employee Service Delivery: A Study of Pakistan’s Bank Customers Behavioral Outcomes

1Areeba Toor, 2Muhammad Zeeshan Zafar, Talha Hussain

1University Utara Malaysia
2The University of Lahore


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. Keywords: Core and relational service delivery, Gender, Customer Satisfaction, Behavioral Intentions, Pakistan, Banking




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