Journal article

Relationship strength between a customer and service worker: Does gender dyad matter?

LL Bove, DA Smith

Services Marketing Quarterly | Published : 2006


The role of gender dyad in the prediction of a customer's perceived strength of relationship with an individual service worker was investigated. Relationship strength was defined as a customer's perceived extent, degree or magnitude of relationship with a service worker and was operationalised as the level of the customer's trust and commitment towards the service worker. Existing theories suggest that the same gender dyads lead to greater relationship strength than cross-gender dyads. This study, which measured female client perceptions of the strength of their relationship with their nominated service provider, found that gender of the service individual did not significantly impact the cl..

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University of Melbourne Researchers

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