Physical Attractiveness in Service Encounters

Abstract

This study investigates the role of Physical Attractiveness in Service Encounters. Physical Attractiveness of the service representative plays an integral role in determining consumer response. This study has investigated physical attractiveness and consumer response as multidimensional constructs, to gain in-depth understanding of the relationship between the two variables. The complex underlying mechanism between these two variables has been investigated by studying the mediating role of social distance perception, and moderating role of consumer’s physical attractiveness and gender. The study has been conducted in context of the Airline Industry of Pakistan. This study was conducted through self-administered questionnaires for data collection in-flight from passengers. The results of the study show that high physical attractiveness has a positive effect on consumer response, however it is also important to take the consumer’s perspective into consideration, as this perspective gives rise to situations under which the beauty premium notion might not hold. The results of this study reveal that consumer’s gender and his/her own level of physical attractiveness is an important determinant of how he/she reacts to the attractiveness of the representative. These results can provide significant insights to Airline companies to strategize the recruitment and deployment of cabin crew members in accordance with the level of customer’s gender and his/her own physical attractiveness.