Dimensions of uniform perceptions among service providers

Kerry Daniel (Lecturer of Marketing, University of Technology, Sydney, Australia)

Journal of Services Marketing

ISSN: 0887-6045

Publication date: 1 April 1996


Service uniforms have often been studied from the customers’ perspective, as they contribute to service expectations and evaluations. Proposes that the influence of uniform should also be considered from the service provider’s perspective. Discusses the first stage in the development of a 17‐item scale to assess service providers’ perceptions of their uniform. Identifies four dimensions of these perceptions: service approach, the look, customer influence and company identification. The emergence of the dimensions entitled service attitude and the look draws attention to issues concerned with how uniform wearers feel about themselves, and highlights the importance of the aesthetic uniform needs of the wearer. Suggests that management should give due consideration to uniform requirements as perceived by the service provider, as this is likely to impact positively on service employees and thus service orientation.



Daniel, K. (1996), "Dimensions of uniform perceptions among service providers", Journal of Services Marketing, Vol. 10 No. 2, pp. 42-56. https://doi.org/10.1108/08876049610114258

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Copyright © 1996, MCB UP Limited

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