Bushra Tabassum - Foundation University, Islamabad. Pakistan
Bushra Tabassum - Foundation University, Islamabad. Pakistan
Noor ul Islam - Foundation University, Islamabad. Pakistan
Muhammad Iqbal Saif - Director, Management Science Department, Foundation University, Islamabad.

The objective of this paper is to analyze the effects of age, gender, and individual’s education on the rhetorical sensitivity level of the employees of service sector. The study takes into account age, gender, and individual’s education as independent variables while rhetorical sensitivity of employees as dependent variable. For this study, a total sample size of 1002 was selected out of which 518 respondents were male employees and 484 respondents were female employees, selected from different banks, telecommunication companies, universities and hospitals of Rawalpindi and Islamabad, Pakistan. The required data were collected through Rhetsen scale. The findings of the study can be utilized on three fronts. First, the study will provide a basis for understanding to the management of service sector regarding various communication differences based on gender of the employees and a support for adopting practical measures in this regard, resulting into the satisfaction and continuous loyalty of the employees with the organization. Second, Employees will be able to effectively communicate and understand the opposite sex’s style of communication with this empirical evidence. Third, the results highlight the direction for further research in the area of gender differences in communication styles among employees of service sector.

Rhetorical sensitivity, Age, Gender, Individual’s education, Service sector