The difference between elderly consumers’ satisfaction levels and retail sales personnel’s perceptions
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 1 May 1997
Abstract
Suggests that a significant trend affecting American society today is the dramatic rise in the number of persons aged over 65. Consequently, retailers are interested in knowing how this segment can be best served in the marketplace. Outlines a study which utilized person perception theory to examine how retail sales personnel’s perceptions relate to elderly consumers’ satisfaction. Results indicate that elderly consumers viewed older sales personnel more positively than they viewed younger sales personnel. Also reveals that retail sales personnel’s perceptions of elderly consumers’ marketplace preferences and satisfaction were significantly different from those reported by elderly consumers. In addition to the theoretical implications, findings provide retailers with valuable information for improving their service to elderly consumers.
Keywords
Citation
Johnson‐Hillery, J., Kang, J. and Tuan, W. (1997), "The difference between elderly consumers’ satisfaction levels and retail sales personnel’s perceptions", International Journal of Retail & Distribution Management, Vol. 25 No. 4, pp. 126-137. https://doi.org/10.1108/09590559710166304
Publisher
:MCB UP Ltd
Copyright © 1997, MCB UP Limited