The role of age and gender in the retail service encounter
Conference item
Foster, Carley and Resnick, Sheilagh 2011. The role of age and gender in the retail service encounter. 16th Conference of the European Association for Education and Research in Commercial Distribution. University of Palma, Palma de Mallorca, Spain Jun-11
| Authors | Foster, Carley and Resnick, Sheilagh |
|---|---|
| Abstract | Research typically explores the service encounter in relation to the soft and hard skills of front line staff, yet has neglected the role the visible diversity of sales staff have on the interactions between the service deliverer and receiver. This paper therefore attempts to address this gap in knowledge by reporting on how the age and gender of customer facing staff can influence customer evaluations of the retail service encounter in a health and beauty retailer. An analysis of qualitative interviews with forty customers and twenty store staff propose that customers attempt to 'match' and 'mirror' the age and gender of sales staff with their expectations of who should deliver good retail service during the retail service encounter. |
| Year | 2011 |
| Conference | 16th Conference of the European Association for Education and Research in Commercial Distribution |
| Web address (URL) | http://hdl.handle.net/10545/620736 |
| http://hdl.handle.net/10545/620977 | |
| hdl:10545/620977 | |
| Publication dates | Jun 2011 |
| Publication process dates | |
| Deposited | 09 Nov 2016, 12:52 |
| Deposited | 22 Nov 2016, 16:38 |
| Contributors | Nottingham Trent University |
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