The Effect of Stereotypical Perception of a Salesperson in Service Separation Situation

Abstract

The purpose of this study is to explore how consumers’ stereotypes regarding frontline salespersons affect their behavioral intentions, focusing on service separation. Specifically, this study investigates the effect of gender stereotypes and service separation on consumers’ responses to the service and examines the psychological mechanisms underlying this effect. Data were collected using a 2 (gender stereotype: congruent vs. incongruent) × 2 (service separation: offline vs. online) between-subjects design with experimental scenarios. The results indicated that consumers’ gender stereotypes affect their behavioral intentions in case of service separation, suggesting that the differences between the gender stereotypes and the behavioral intentions may depend on the differences in the service settings (offline vs. online). Furthermore, this study uncovered the mediating effect of perceived justice as a psychological mechanism. The findings highlight the significance of gender stereotypes in consumer responses in case of service separation. This study contributes to the literature by bridging the gaps in the current understanding of the stereotypical perceptions of consumer responses in contact-free service situations that are offered without face-to-face encounters between frontline employees and customers. The study provides valuable information about stereotypes in consumer behavior and insights for future research.