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Essay / Research Paper Abstract
A 7 page paper that begins with a report of a study that investigated how customer attire affects clerk attentiveness and friendliness. The paper reports the method and results. This essay reports other studies that reached the same conclusions and reports several anecdotal reports that how one looks has a definite impact on service. Bibliography lists 8 sources.
Page Count:
7 pages (~225 words per page)
File: ME12_PG695568.doc
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Unformatted sample text from the term paper:
and friendlier service from clerks. Purpose of Study: A study conducted at Ohio State College to determine if well-dressed and well-groomed women received friendlier and more attentive service in
a clothing store. This study was initially published in 2006. Methodology: Researchers secretly observed the interactions of 90 customers and 13 sales clerks. Researchers chose three large-sized womens stores
located in shopping malls to eliminate the impact of the size of the customer. Using a stopwatch, researchers recorded how long it took a clerk to greet the customer and
how friendly the clerk was (Grabmeier, 2009). The customers were real. In other words, the study observed real customers rather than women who were associated with the research. Researchers
included 10 components related to the customers dress. The scale ranged from poor to good. Components included attractiveness of their clothing, how fashionable their clothing was, how formal the clothing
was, their degree of femininity, overall grooming, hair grooming, how good their make-up was, the fabric quality of their clothes, quality of accessories and quality of their purse (Grabmeier, 2009).
Clerk friendliness was rated from highly friendly to highly unfriendly. Friendliness was measured according to how much the salesclerk smiled at the customer, how close they went to
the customer, if they continued doing other tasks while interacting, and if they really gave full attention to the customer (Grabmeier, 2009). The general body language of the clerk was
considered. Results: The research study concluded that nine out of the ten components related to appearance affected how friendly the clerks were. The femininity of clothing did not
seem to have any impact. On the other hand, just four components related to how quickly the clerk greeted the customer: grooming of hair and quality of accessories, purse, and
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