AN EXAMINATION OF WHETHER AND HOW RACIAL AND GENDER BIASES INFLUENCE CUSTOMER SATISFACTION

• 成果类型: Article
• 署名作者: Hekman, David R.; Aquino, Karl; Owens, Bradley P.; Mitchell, Terence R.; Schilpzand, Pauline; Leavitt, Keith
• 署名单位: University of Wisconsin System; University of Wisconsin Milwaukee; University of British Columbia; University of Michigan System; University of Michigan; University of Washington; University of Washington Seattle; United States Department of Defense; United States Army
• 刊物名称: ACADEMY OF MANAGEMENT JOURNAL
• ISSN/ISSBN: 0001-4273
• DOI: 10.5465/AMJ.2010.49388763
• 发表日期: 2010
• 页码: 238-264
• 关键词: implicit association test; Performance evaluation; RACE; IMPACT; competence; attitudes; ratings; context; ability; sex

摘要

We examined whether and how various biases may influence customers' satisfaction evaluations and produce discriminatory judgments for minority and female service employees. We argue that customer satisfaction evaluations are biased because they are anonymous judgments by untrained raters that usually lack an evaluation standard. Laboratory and field samples provide disturbing evidence generally confirming our arguments and suggesting that the presence of nonwhite and women service employees may produce lower aggregated customer satisfaction evaluations that may ultimately hurt individuals and organizations financially.