Dressing for Service

Paper Summary:

This paper discusses the research proposal to determine whether or not a customer's level of dress affects the level of customer service he or she receives. In this paper, it is anticipated that a well-dressed customer is more likely to receive superior customer service than one who is not.

Contents:
Abstract
Introduction
Subjects for the Study
Ethical Considerations
Measurement
Data Collection Methods
Analysis

From the Paper:

"More data needs to be collected with actual shoppers, and not simply confederates of researchers posing as shoppers. This research hopes to correct that. For the one study found that did study actual shoppers and the level of customer service they received, results may have been skewed as it was the researchers' opinions on whether or not the subject was receiving a specific, subjective level of customer service, as opposed to the subject's personal experience. In addition, this particular study, conducted by Kim and Lennon, focused solely on female customers in a plus-sized clothing store. Although this was done in an effort "to ensure that the body size of the customers was not a factor in how they were treated" ("Well-dressed women", 2006), the results of this research are so specific to plus-sized women and specifically plus-sized clothing retailers that more research needs to be conducted with a broader subject base and product base. Only in this way can a study truly contribute to the basic understanding of human nature, and specifically human interaction and the treatment of others based on visual appearances. "

Sample of Sources Used:

• Ainscough, T. & Motley, C. (May 2000). Will you help me please? The effects of race, gender and manner of dress. Marketing Letters, 11(2). Retrieved July 3, 2006, from ProQuest database.
• Foy, A. (2004). Conducting primary research on line. The Marketing Review, 4. Retrieved July 3, 2006, from Business Source Complete database.
• Hamermesh, D. & Biddle, J. (Dec 1994). Beauty and the labor market. The American Economic Review, 84(5). Retrieved July 3, 2006, from ProQuest database.
• Harris, M. (23 Feb 2006). Better you look, the better the service. The Gazette. Retrieved July 3, 2006, from ProQuest database.
• Hood, M. (12 Mar 2006). Appearances matter: Shoppers who are well-dressed get better service, study confirms. Knight Ridder Tribune Business News. Retrieved July 3, 2006, from ProQuest database.

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