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Journal of the Academy of Marketing Science
Erschienen in: Journal of the Academy of Marketing Science 6/2015

01.11.2015 | Original Empirical Research

All the same to me: outcomes of aesthetic labor performed by frontline service providers

verfasst von: Kathrynn R. Pounders, Barry J. Babin, Angeline G. Close

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 6/2015

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Abstract

Aesthetic labor practices involve strategically controlling human aesthetics in an effort create a predefined physical appearance profile that becomes part of the value proposition. Retail and service management often implements aesthetic labor by trying to create a matching look among all visible service providers. Social comparison theory provides a general theory that helps explain the way consumers may react to more or less similarity in appearance among service providers. Three studies examine aesthetic labor in service settings. Study 1 tests a theoretical structure suggesting a process by which aesthetic labor in the form of a similar appearance among service providers affects outcomes including self-congruence, affect, hedonic value and future patronage intention. Study 2 adds explanatory power to Study 1 by demonstrating the important role played by authentic fit among service providers. Study 3 explores the impact of uniforms as an aesthetic labor tool and suggests that uniforms may not always enhance perceptions that employees belong together. The research overall demonstrates some counter-intuitive findings including the fact that looking alike is only an effective aesthetic labor strategy to the extent that it drives perceptions of genuine belonging.
Vorheriger Artikel JAMS 2010–2015: literature themes and intellectual structure
Nächster Artikel Dependence and interdependence in marketing relationships: meta-analytic insights

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Fußnoten
1
An additional analysis not reported in detail explored the relative impact of varying market segments on the posited process. Approximately half of participants viewed the slide show as portraying a department store whereas the remaining respondents viewed the shopping experience as a fashion boutique. The idea being that a boutique appeals to a smaller and more narrowly defined target market where a more positive reaction to a homogenous look among employees might be expected. A two-group model constraining all structural parameter coefficients to be equal across these groups produced a difference in χ2 statistics of 44.2 with 13° of freedom (p < .001), suggesting potential differences in relationships between the groups. A series of 1° of freedom χ2 difference tests suggests that two relationships are predominantly responsible for the moderation (p < .05). These relationships suggest stronger, positive relationships between service quality and affect (.54 versus .26) and between self-congruity and intention (.39 versus .16), in boutiques as opposed to department stores. Both suggest a greater role of the employees in creating outcomes in the boutique condition. The direct effects of look similarity on outcomes did not differ.
 
2
The design also explored the impact that may result from consumers’ knowledge that a service provider was actively employing aesthetic labor practices. The marketer description included an excerpt from a press release. Embedded within the press release for half of the sample was a statement asserting that the store either strictly enforced an appearance code and dress policy for employees. In the other half, this phrase was substituted with employees are given great freedom in their appearance and dress. The manipulation creates the perception that the similar look occurred through employee actions or managerial policies. A two-group model constraining the relationships to be equal produced an insignificant change in χ 2 (df = 17) of 7.8. The knowledge of aesthetic labor practice does not change the model relationships.
 
3
Reviewer comments were helpful in considering the uniform issue and in selecting contexts for Study 3.
 
4
The correlation between look similarity and fit is 0.40 (p < .001).
 
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Metadaten
Titel
All the same to me: outcomes of aesthetic labor performed by frontline service providers
verfasst von
Kathrynn R. Pounders
Barry J. Babin
Angeline G. Close
Publikationsdatum
01.11.2015
Verlag
Springer US
Erschienen in
Journal of the Academy of Marketing Science / Ausgabe 6/2015
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI
https://doi.org/10.1007/s11747-014-0407-4

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