A Perception of Prejudice in Face-to-Face Retail Services: Comparative Analyses of Age, Gender, and Appearance

The aim of this study is to identify customers’ perception of prejudice related to age, gender and appearance in face-to-face retail services. The results, through quantitative research, Likert-scale process and simple statistics, show that young women (51.28%) and men (36.36%), and older men and women(68.42% women, 36.36% men) have perceived that well-dressed young female customer receive face-to-face retail services prior to everybody else if there is not a clear queuing process in the retail area, and almost both young women (48.72%) and men (48.48%) and the older groups (31.58% of the women and 63.64% of men) believe that a badly-dressed young man is the last to have the service. Retail companies should provide training to their staff to avoid behaviour that leads customers to believe that there is prejudice in the service process and develop a clear queuing system in the face-to-face retail service spatial environment.