Service employee dress: Effects on employee-customer interactions and customer-brand relationship at full-service restaurants
Document Type
Article
Publication Date
9-1-2019
Abstract
Using social comparison theory, the purpose of this study is to examine how service employees' dress shapes employee-customer interactions and customer-brand relationship in full-service restaurants. An analysis of 437 useable customer responses collected via an online survey indicated that appropriateness of employee dress improves employee-brand congruence, which then enhances both employee aesthetic trait and enjoyable interaction. Both employee aesthetic trait and enjoyable interaction also improve the customer-employee connection. Furthermore, gratification motivation and social motivation each mediates the effects of customer-employee connection on customers’ affective commitment toward the full-service restaurant brand.
Publication Source (Journal or Book title)
Journal of Retailing and Consumer Services
First Page
1
Last Page
9
Recommended Citation
Wang, Y., & Lang, C. (2019). Service employee dress: Effects on employee-customer interactions and customer-brand relationship at full-service restaurants. Journal of Retailing and Consumer Services, 50, 1-9. https://doi.org/10.1016/j.jretconser.2019.04.011