‘Service with a piercing’: Does it (really) influence guests’ perceptions of attraction, confidence and competence of hospitality receptionists?

Abstract

This study examines how the use of a facial piercing influences the perceptions of interpersonal attraction, confidence and job suitability of hospitality receptionists. An experimental between-subjects factorial design was used employing eight descriptions of receptionists, varying in gender (male × female), facial piercing (pierced × non-pierced) and hospitality context (hostel × luxury hotel). Each description was rated by one of 275 Portuguese working adults. The results showed a significant gender effect, in that female receptionists were better rated than male in all outcomes, and a main piercing effect, since pierced employees were also better rated. Finally, interaction effects revealed that female pierced receptionists working in luxury hotels were the most well-ranked in interpersonal attractiveness and confidence but not in job suitability. The findings of this paper contribute to the service management literature by examining the role of facial piercings in influencing hospitality consumers’ responses, which have key implications for employees and service organizations.