MASCULINITY AND FEMININITY CULTURAL VALUE AND SERVICE QUALITY

The purpose of this study is to examine the relationship between Masculine and Feminine culture and service quality expectations and perceptions among students at governmental Jordanian Universities. The literature is relatively silent in terms of examining this relationship in Jordanian universities. This research is guided by a conceptual model that is underpinned by theories of Hofstede (1984) cultural dimensions, and service quality drawn from management context. The findings reveal a new culture perspective that is critical in this context. This new perspective tied to the students' expectations, which are not affected by their culture, while their perception of service quality has been strongly affected by their culture of masculinity and femininity and shows a significant relationship. Thus, this study results expand the previous literature and present a better understanding to the academic institutions in Jordan and valuable information about this study sample characteristics. It may contribute to the academic field meeting the perception of students at Jordanian governmental universities, which may in turn contribute to presenting better service quality at the educational institutions in Jordan.