An analysis of customer service quality to college students as influenced by customer appearance through dress during the in-store shopping process

The premise that customer appearance through dress influences customer service quality in retail stores is explored. Research subjects completed instruments designed to measure customer service expectations at a specific retail store of their choice. Then they visited that store three separate times posing as shoppers for the purpose of evaluating customer service quality. Appearances through dress of the research subject (customer) and store type were the independent variables. The dependent variable, quality of customer service, was compared to the previously rated expected customer service level and among customer dress styles. Significant differences were observed between customer expectations of service and service received overall. Furthermore, the level of customer service received by customers differed significantly based on their appearance through dress. Store type also affected the level of customer service offered to customers. Recommendations are provided for retailers who want to offer consistent and positive customer service.