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    Gendered retailing: a study of customer perceptions of front line staff in the DIY sector

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    Authors
    Foster, Carley cc
    Affiliation
    Nottingham Trent University
    Issue Date
    2004
    
    Metadata
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    Abstract
    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
    Emerald
    Journal
    International Journal of Retail and Distribution Management
    URI
    http://hdl.handle.net/10545/620788
    http://hdl.handle.net/10545/621029
    Additional Links
    http://irep.ntu.ac.uk/4885/
    http://info.emeraldinsight.com/products/journals/journals.htm?PHPSESSID=qusjjbittt1q01uk9r0ehidug5&id=ijrdm
    Type
    Article
    ISSN
    0959-0552
    Collections
    Centre for Business Improvement

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