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Service value and retention: Does gender matter?

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  • Darley, William K.
  • Luethge, Denise J.

Abstract

Using the comprehensive service evaluation model and the three-component model of commitment as backdrop, this study investigates the moderating role of gender on the service value-service retention relationship and examines the impact of the initial purchase experience on the value-retention relationship within the automotive service repair (ASR) industry. Employing a survey of 128 automobile dealer customers, logistic regression analyses show that service value (i.e., convenient hours, quality, friendliness), as well as length of ownership influence service retention. Also, gender moderates the service value dimensions and service retention relationship such that various components of service value (convenient hours, friendliness and quality) were significant predictors of service retention whereas service value (friendliness, quality) were significant predictors of service retention for females. In addition, length of ownership and initial purchase experience are significant predictors of service retention for females, but not for males.

Suggested Citation

  • Darley, William K. & Luethge, Denise J., 2019. "Service value and retention: Does gender matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 178-185.
    • Handle: RePEc:eee:joreco:v:48:y:2019:i:c:p:178-185
    DOI: 10.1016/j.jretconser.2019.02.014
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    1. Jain, Nikunj Kumar & Gajjar, Hasmukh & Shah, Bhavin J., 2021. "Electronic logistics service quality and repurchase intention in e-tailing: Catalytic role of shopping satisfaction, payment options, gender and returning experience," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    2. Yang, Defeng & Chen, Xiaoyun & Ma, Baolong & Wei, Haiying, 2022. "When can interaction orientation create more service value? The moderating role of frontline employees' trust in managers and employee deep acting," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    3. Untaru, Elena-Nicoleta & Han, Heesup, 2021. "Protective measures against COVID-19 and the business strategies of the retail enterprises: Differences in gender, age, education, and income among shoppers," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    4. Vaidyanathan, Rajiv & Aggarwal, Praveen, 2020. "Does MSRP impact women differently? Exploring gender-based differences in the effectiveness of retailer-provided reference prices," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    5. Karpinska-Krakowiak, Malgorzata, 2021. "Women are more likely to buy unknown brands than men: The effects of gender and known versus unknown brands on purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).

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