TY - JOUR AB - 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. VL - 10 IS - 2 SN - 0887-6045 DO - 10.1108/08876049610114258 UR - https://doi.org/10.1108/08876049610114258 AU - Daniel Kerry PY - 1996 Y1 - 1996/01/01 TI - Dimensions of uniform perceptions among service providers T2 - Journal of Services Marketing PB - MCB UP Ltd SP - 42 EP - 56 Y2 - 2024/03/28 ER -