Effects of Customer Gender and Mode of Dress on Service Response Received in Retail Establishments

Abstract

The field investigation reported in this article addresses whether the gender of the shopper has an effect on the service response received in retail establishments, as evidenced by both the speed and the type of service rendered by the salesperson. The shopper's mode of dress, the gender of the salesperson, and the type of store are also considered as contributory factors. Results of the study reveal that shopper gender, mode of dress, and store type are related to service response indicants. However, the relationships are more complex than were expected based on prior research and theorizing. Customer–salesperson gender congruence was not found to influence service response. Implications of the study for retail management are discussed and research directions provided.

KEYWORDS:

• customer attention
• customer dress
• customer gender
• customer service
• retail sales
• service response