Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2023 Annual

Why are Complaints from Some Consumers Taken More Seriously than Those from Others? Gender Discrimination in Service Recovery Response: The Role of Employees' Age

Published: May 24, 2023


Natalia Rogova, Catholic University of Eichstaett-Ingolstadt; Shashi Matta, Catholic University of Eichstaett-Ingolstadt


This research explores whether women’s complaints in the marketplace are taken less seriously than men’s, which leads to unfavorable treatment of female complainants and gender inequity. In two online experiments, we uncover the phenomenon of consumers’ gender discrimination in service recovery responses by frontline employees. Results show that in gender-neutral service industries, women’s complaints are perceived as less credible, which leads to decreased monetary compensation and willingness to apologize, but only among older respondents. In masculine service industries, surprisingly, women receive higher monetary compensation than men for unsuccessful service, and the effect is largely driven by younger and middle-aged respondents. This research can help companies to adjust sensitivity training programs for frontline service employees, to achieve equal treatment of consumers of all genders, and avoid overcorrection and bias.