Gendered retailing: a study of customer perceptions of front line staff in the DIY sector
Authors
Foster, Carley
Affiliation
Nottingham Trent UniversityIssue Date
2004
Metadata
Show full item recordAbstract
This paper reports findings from a small scale study exploring the role gender plays in the interactions between customers and front-line staff in DIY retailing. Drawing on materials gathered through observations, informal discussions with staff and focus groups, this study suggests that “maleness” pervades many aspects of DIY retailing. For the respondents the image of the case retailer, B&Q, and the products sold had male connotations. Furthermore, male customers perceived male customer-facing staff to have better knowledge of technical DIY than female employees, even though this was not always the case. Given the rising interest from women in home improvements, it would appear that measures need to be put in place to create a more “inclusive” DIY store environment for female customers, and one that challenges the stereotypical assumptions held by many male home improvement customers.Citation
FOSTER, C., 2004. Gendered retailing: a study of customer perceptions of front line staff in the DIY sector. International Journal of Retail and Distribution Management, 32 (9), pp. 442-447.Publisher
EmeraldJournal
International Journal of Retail and Distribution ManagementAdditional Links
http://irep.ntu.ac.uk/4885/http://info.emeraldinsight.com/products/journals/journals.htm?PHPSESSID=qusjjbittt1q01uk9r0ehidug5&id=ijrdm