Gender in service quality expectations in hospitals: The role of cognitive and affective components
2019, Emerald Publishing Limited. Purpose: Despite evidence largely confirming gender-based differences in service quality perceptions in healthcare, little research has considered patients' expectations. This study aims to examine the gender-based differences in both the affective and cognitive components of customers' service quality expectations. Design/methodology/approach: Data were collected through random sampling from three outpatient hospitals in the UAE. Hypothesized relationships between the cognitive and affective components (moderated by gender) were tested by means of CFA and ANOVA. Findings: The results indicate that the differences between male and female expectations of overall service quality as a singular construct were not statistically significant, except for the empathy dimension. However, when measured as affective and cognitive, the results confirm that significant differences do exist between male and female patients. Research limitations/implications: The research was limited to the UAE. However, identifying gender differences in patients' expectations would enable healthcare providers to engage and manage patients' expectations. Originality/value: This paper provides theoretical and practical implications on how the male and female are different in the cognitive and affective components of service quality expectations.