Title: Effect of staff appearance on customer satisfaction and revisit intention

Authors: Byoungho Lee; Jinkyung Choi

Addresses: Department of Foodservice Management, Woosong University, Daejeon, South Korea ' Department of Foodservice Management, Woosong University, Daejeon, South Korea

Abstract: This study measured consumers' perceptions of attitudes toward the appearance of staff. In addition, the effectiveness of such attitudes to satisfaction and revisit intention were measured. The data were collected via surveys in 2017 in the Republic of Korea. A total of 212 responses were analysed and divided into two groups based on the perceived attractiveness of staff appearance and uniform. Significant differences were found in the perceived attitudes between low and high facial attractiveness as well as low and high uniform attractiveness. In both cases, visual satisfaction influenced the consumer's revisit intention. The results of this study will help improve consumer satisfaction by influencing perceived attitudes toward the appearance of staff and uniform. Understanding consumers' attitudes toward staff appearance would help increase satisfaction and revisit intention.

Keywords: attractiveness; appearance; consumers; uniform; satisfaction.

DOI: 10.1504/IJSEM.2020.108979

International Journal of Services, Economics and Management, 2020 Vol.11 No.2, pp.119 - 136

Received: 07 Sep 2019
Accepted: 29 Jan 2020
Published online: 13 Aug 2020 *

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