Keywords
Gender, arab, middle eastern, culture, intercultural service encounter, gender interaction, comfort, employee soliciting feedback, service encounter satisfaction, feedback willingness, experimental design
Abstract
Arab countries strive toward the modernization and feminization of the Arab culture; however, some of these countries (i.e., Saudi Arabia) are culturally and legally governed by "sharia law", and have maintained cultural norms regarding segregation of the sexes. In order to have a better understanding of the Arab travelers to the U.S., this research focuses on the gender dynamics between the service providers and Arab customers during a service encounter. Specifically, this research examines how the same and opposite genders of service-provider and customer influence Arab customers’ emotional response (comfort), consequently their service encounter evaluation (satisfaction), and behavioral intentions (feedback willingness). This research also examines how the employees’ efforts to solicit feedback from Arab customers may intensify the effect of gender dynamics on Arab customers’ responses. Scenario-based online surveys are created and distributed to respondents of Arab descent in Saudi Arabia, Bahrain, and United Arab Emirates by using snowball sampling. The results based on 326 respondents show potential differences determined by gender interaction. Arab customers were more comfortable, more satisfied with the service encounter, and more willing to provide feedback, if the employee was the same gender as the customer, as opposed to the employee being the opposite gender from the customer. However, results showed that employee efforts to solicit feedback did not intensify the gender interaction effect. Additionally, through the service encounter, the Arab customers’ comfort influenced their service encounter satisfaction and their willingness to provide feedback. The findings of this research provide valuable implications for hospitality managers to better cater to the needs of Arab customers by examining the dimensions of gender boundaries in an intercultural service encounter.
Notes
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Graduation Date
2013
Semester
Fall
Advisor
Ro, Heejung
Degree
Master of Science (M.S.)
College
Rosen College of Hospitality Management
Department
Hospitality Services
Degree Program
Hospitality and Tourism Management
Format
application/pdf
Identifier
CFE0005013
URL
http://purl.fcla.edu/fcla/etd/CFE0005013
Language
English
Release Date
December 2014
Length of Campus-only Access
1 year
Access Status
Masters Thesis (Open Access)
Location
Rosen College of Hospitality Management
Subjects
Dissertations, Academic -- Hospitality Management, Hospitality Management -- Dissertations, Academic
STARS Citation
Khan, Marryam, "Gender Dynamics From The Arab World: An Intercultural Service Encounter" (2013). Electronic Theses and Dissertations. 2867.
https://stars.library.ucf.edu/etd/2867