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Will You Help Me Please? The Effects of Race, Gender and Manner of Dress on Retail Service

Thomas L. Ainscough and Carol M. Motley
Marketing Letters
Vol. 11, No. 2 (May, 2000), pp. 129-136
Published by: Springer
Stable URL: http://www.jstor.org/stable/40216565
Page Count: 8
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Will You Help Me Please? The Effects of Race, Gender and Manner of Dress on Retail Service
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Abstract

This research attempts to determine if a customer's visible physical characteristics influence retail service delivery. The results of this study suggest that black and male customers wait significantly longer than white and female customers at retail customer service counters. In addition, females are more likely to experience a positive transaction outcome than males.

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