Socioeconomic-status and Physical Attractiveness of Customers in LuxuryRetailEncounters: Moderating Role of Customers Age

Authors

  • Dr. Jamshed Khattak
  • Iffa Anwar
  • Mobeen Jamshed Khattak

Keywords:

service quality, preferential treatmen, socioeconomic-status, luxury fashion retailing

Abstract

This paper examines the impact of activation of socioeconomic status and physical
attractiveness on the interpersonal orientation, service quality and preferential treatment of a
salesperson in the context of luxury fashion retailing stores of Pakistan. This research also
investigates the moderation effect of age on these relationships. Quantitative research based
on 251 Pakistani customers from three major cities of Pakistan were employed. Study have
utilized process macro techniques for moderation analysis using SPSS. The results indicate
that regardless of age difference, customers think that they are being judged by salesperson
based on their status and physical attractiveness. This research also highlights the service
quality provide by salesperson that changes on their perceived image of customers. This
research adds valuable contributions by identifying how customer age can affect the
stereotyping of salespersons in retail settings

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Published

2021-12-21

Issue

Section

Articles