Keywords: Gender
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Journal Articles
Journal Articles
Journal Articles
Journal of Services Marketing (2026) 40 (2): 167–187.
Published: 16 September 2025
..., a conceptual model was developed and empirically tested to examine the influence of heteronormativity and openness to experience on attitudes towards gender neutrality and social inclusion intentions. Findings The findings demonstrate that heteronormativity negatively impacts attitudes towards gender...
Includes: Supplementary data
Journal Articles
Journal Articles
Journal of Services Marketing (2022) 36 (1): 9–13.
Published: 19 August 2021
... constant as they age. Originality/value This study offers novel insights into gay male consumption of cosmetic medical treatments and services from theoretical and practical perspectives. Gender Culture Professional services Well-being Health services 22 02 2021 10 04 2021 15...
Journal Articles
Journal of Services Marketing (2021) 35 (3): 287–298.
Published: 02 September 2020
... Rejection of a patronizing sales interaction was found to be similar by both genders with an older salesperson. Furthermore, retail shops of technical appliances could prevent potential problems by being cautious of having younger male salespeople interacting with older women customers. Research...
Journal Articles
Journal of Services Marketing (2015) 29 (4): 293–301.
Published: 13 July 2015
...Joanna Phillips Melancon; Lukas P. Forbes; Douglas Fugate Purpose – This paper aims to investigate how changes in technology and gender roles have changed Generation Y’s (Gen Y) perception of the gender of services from previous studies. Although the past 20 years have seen substantial changes...
Journal Articles
Journal of Services Marketing (2010) 24 (7): 499–508.
Published: 12 October 2010
...Anna S. Mattila Purpose This paper aims to examine the benefits of letting customers choose among compensation methods following a service failure. The author is also interested in the role of gender in influencing satisfaction with the compensation method and post‐recovery emotions. Design...
Journal Articles
Journal Articles
Journal of Services Marketing (2009) 23 (3): 145–153.
Published: 22 May 2009
... risk. Second, no clear and universal gender differences in the pre‐purchase decision‐making process emerged during the focus group discussions. Finally, alternative options for spending and addressing risk negatively influence pre‐purchase decision‐making and therefore the desire or ability to save...
Journal Articles
Journal of Services Marketing (2007) 21 (2): 112–121.
Published: 01 May 2007
... three medium‐high contact service industries (dental, hairdressing and travel agents). Findings Results indicate that age and occupation are associated with service loyalty (repurchase intention and loyalty behavior) across the three industries studied, while gender is not. What is especially...
Journal Articles
Journal of Services Marketing (2006) 20 (2): 112–124.
Published: 01 February 2006
... conditions in the main experiment: facial appearance (human‐like vs cartoon‐like) and gender (male vs female). Findings The results suggest that the human‐like characters are more likeable, appropriate and trustworthy in general terms. However, when perceived capabilities of OSCs are measured, a mismatch...
Journal Articles

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