The Effects of Customers' Dress on Salesperson's Service in Large-Sized Clothing Specialty Stores

Abstract

Our research, based on symbolic interaction, was designed to investigate customer-salesperson interactions as a function of unmanipulated customer dress within retail settings using fieldwork. Th rough structured observations in three apparel stores for large size women, we rated customers' dress and friendliness of salespeople and promptness of service. MANOVA results showed that both friendliness and promptness of service were affected by customer dress. Considering the increasing importance of service quality in the retail setting, salespeople need to be trained to be friendly to all customers regardless of customers' dress. In addition, retailers may want to educate salespeople on stereotypes commonly associated with customers' dress and advise them not to rely on such stereotypes. Sales-people need to be alert and conscious of their behaviors in service encounters.