Effects of Personnel Clothing on Customers’,Expectations of Service Quality and Purchase Intention: The Moderating Effect of Mental Involvement and Gender (Case Study: Melat Bank)

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Feiz Davoud; Koloushani Moien; Daneshfar Salar; Ahadi Sara

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Paper Information

Journal: NEW MARKETING RESEARCH JOURNAL Year:2021 | Volume:11 | Issue:2 (41) Page(s): 133-150

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Title

Effects of Personnel Clothing on Customers’,Expectations of Service Quality and Purchase Intention: The Moderating Effect of Mental Involvement and Gender (Case Study: Melat Bank)

Author(s)

Feiz Davoud | Koloushani Moien | Daneshfar Salar | Ahadi Sara | Issue Writer Certificate

Keywords

Service Personnel Clothing

Involvement

Service Quality Expectation

Purchase Intention

Abstract

Clothing as one of the non-verbal communication tools defines underlying aspects of communication such as purpose, formality, personal characteristics, and the context of communication. So, in service-based organizations that the nature of communication between the organization and customers is human communication, clothing is considered a more important indicator in forming customers’,perceptions. In this regard, the present study aimed to investigate the impact of clothing on service quality expectations and purchase intention by considering the moderating effect of mental involvement and gender. The study was descriptive-survey and applied in terms of method and purpose, respectively. Data collection was done using a standard questionnaire and photos of service contact personnel clothing in appropriate and inappropriate modes through using mental involvement scenarios. The statistical population consisted of Melat bank customers in Tehran who were selected by the available random sampling method based on the Cochran formula. From 200 distributed questionnaires, 138 analyzable questionnaires were obtained which were reliable based on Cronbach’, s alpha coefficient and had acceptable validity based on experts’,opinions. The partial least squares (PLS) test on the data showed a positive and significant effect of clothing fit on the service quality expectation and purchase intention,this effect was more in low mental conditions and among female customers. However, the effect of expectation from service quality on the intention to purchase services (for staff with disproportionate clothing) was not confirmed.

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APA: Copy

Feiz, Davoud, Koloushani, Moien, Daneshfar, Salar, & Ahadi, Sara. (2021). Effects of Personnel Clothing on Customers’,Expectations of Service Quality and Purchase Intention: The Moderating Effect of Mental Involvement and Gender (Case Study: Melat Bank). NEW MARKETING RESEARCH JOURNAL, 11(2 (41) ), 133-150. SID. https://sid.ir/paper/1045469/en

Vancouver: Copy

Feiz Davoud, Koloushani Moien, Daneshfar Salar, Ahadi Sara. Effects of Personnel Clothing on Customers’,Expectations of Service Quality and Purchase Intention: The Moderating Effect of Mental Involvement and Gender (Case Study: Melat Bank). NEW MARKETING RESEARCH JOURNAL[Internet]. 2021;11(2 (41) ):133-150. Available from: https://sid.ir/paper/1045469/en

IEEE: Copy

Davoud Feiz, Moien Koloushani, Salar Daneshfar, and Sara Ahadi, “Effects of Personnel Clothing on Customers’,Expectations of Service Quality and Purchase Intention: The Moderating Effect of Mental Involvement and Gender (Case Study: Melat Bank),” NEW MARKETING RESEARCH JOURNAL, vol. 11, no. 2 (41) , pp. 133–150, 2021, [Online]. Available: https://sid.ir/paper/1045469/en

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