In a digital world where individuals are just pixels on a screen, gender bias can surface in unexpected ways. This is what our research team present in a field experiment published in Journal of Operations Management.
When individuals are online, anonymity and physical distance embolden them to behave in a biased way, last work showed. As professors who study business analytics, information systems, operational management AND information technology, we wanted to higher understand how gender bias operates in online environments. So we conducted a seven-month experiment with an online platform offering health-related services and products.
The South Korea-based company, which asked that its identity be kept secret, sells weight-control products intended to be consumed for several weeks. It also provides tailored dietary advice to users based on age, weight, height, lifestyle and other characteristics, and offers one-on-one consultation services to answer customers’ questions.
We focused on the platform’s chat function, which connects users with paid advisors who answer their questions and recommend appropriate products. After the exchange, users can rate the consultants.
We’ve found that disclosing a consultant’s gender leads customers to leave more reviews and better rankings, especially if the consultant is a lady. Moreover, the opposite-sex client-consultant pairing resulted in higher rankings and greater engagement compared to same-sex couples.
Why is that this essential?
Researchers have extensively examined gender bias amongst employers, but bias exhibited by customers is more often neglected. Our study ventures into this less traveled area.
Understanding that gender bias is significant to fundamental principles of equality and fairness, it also matters for business reasons. In the service industry, where worker-customer interactions are key to success, bias can impact customer satisfaction and, ultimately, financial performance. The stakes are especially high for online platforms, where matching the right service to the right user is crucial.
When gender influences purchasing decisions, it isn’t only a social issue – it’s financial. Companies that effectively mitigate these biases can increase their profits while realizing the full potential of their customer base. Understanding these biases is the first step towards addressing them.
What remains to be unknown
Our research suggests that companies can improve customer satisfaction by acknowledging gender bias. To help companies understand and respond to bias, researchers can take several key paths. For example, the mechanisms behind gender bias are usually not fully understood. It is significant to examine why clients may respond more favorably to consultants of the opposite sex and to discover the psychological and social aspects that play a task.
Researchers should also examine racial, cultural, and age biases, amongst other issues. Future research could explore how these biases interact and what combined mitigation strategies might be effective.
The digital revolution has modified the way Americans do business, but it surely has also created recent challenges. One thing is obvious: in the digital age, combating prejudice shouldn’t be just an ethical imperative. It’s a business necessity.