She? The Role of Perceived Agent Gender in Social Media Customer Service

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dc.contributor.author Ke, Junyuan
dc.contributor.author Gao, Yang
dc.contributor.author Sun, Shujing
dc.contributor.author Rui, Huaxia
dc.date.accessioned 2023-12-26T18:37:39Z
dc.date.available 2023-12-26T18:37:39Z
dc.date.issued 2024-01-03
dc.identifier.isbn 978-0-9981331-7-1
dc.identifier.other cf059c5f-3ef2-4988-b001-5f37589348ce
dc.identifier.uri https://hdl.handle.net/10125/106604
dc.language.iso eng
dc.relation.ispartof Proceedings of the 57th Hawaii International Conference on System Sciences
dc.rights Attribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.uri https://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subject Technology and Analytics in Emerging Markets (TAEM)
dc.subject gender
dc.subject stereotype
dc.subject customer service
dc.subject social media
dc.title She? The Role of Perceived Agent Gender in Social Media Customer Service
dc.type Conference Paper
dc.type.dcmi Text
dcterms.abstract This work investigated the role of perceived agent gender in customer behavior using a unique dataset from Southwest Airlines’ Twitter account. We inferred agent gender based on the first names provided by agents when responding to customers. We measured customer behavior using three outcomes: whether a customer decided to continue the service conversation upon receiving an agent’s initial response as well as the valence and arousal levels in their second tweet if the customer chose to continue the interaction. Our identification strategy relied on the Backdoor Criterion and hinged on the assumption that customer service requests are assigned to the next available agent, independent of agent gender. The findings revealed that customers were more likely to continue interactions with female agents than male agents and they were more negative in valence but less intense in arousal with the former group than with the latter.
dcterms.extent 10 pages
prism.startingpage 1796
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