Additionally, in the context of whether hospitality industries are focusing more on aesthetic labour, studies have shown the need for aesthetic skill for front line employees especially within the hospitality and retail industry. The interaction with customers creates an impression on the quality of their service. Findings that are fully reported in Nickson et al (2003) stated that the need to look good and sound right did exist and is very important to employers in retail and hospitality. Employers believed that having a staff that looks good and/or sound right not only helped their companies create a distinct image on the high street, but also provided competitive advantage in the crowded retail and hospitality industries. Hospitality industry
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They also emphasized that although the physical aspects of the service like layout or products displayed are essential, the attitude and physical appearance of employees gives an impression in the mind of customers. Aesthetic skills are not only seen in the service sector, in the manufacturing industry they are also interested in aesthetics that has to do with their product quality as it creates an impact to their customers. In line with this, several studies have been undertaken to portray employer’s interest in aesthetic skills. The work of Mills (1971) on sales girls used the word ‘the charmer’ for one who attracts customers with modulated voice and stance. Also Lowe’s (1991) work on retailing and local economic development noted the importance of appearance and image in the recruitment and selection process of retailers (Sturdy et al 2001). Moreover, Nickson et al (2001) research into the fashionable and hospitality sector in Glasgow showed an existence of the style labour market. Employers needed people who can be smart, presentable and stylish and once hired can be groomed to enhance these attributes. Consequently, aesthetic skills are becoming essential in other professions.
Where one would think that service industries would mainly focus on aesthetics, studies have shown that aesthetic skills and competencies are also becoming crucial in other vocations. For example, …show more content…
Body size has also become a vital component of appearance. Hospitality companies, particularly those towards the luxury end, reflect a strong predisposition, concerned with style and appearance in the way they are designed and managed operationally (Kennedy and Homant 1984). Also, employment and obesity come under examination in the airline sector with the termination of employment of overweight flight attendants (BBC News 2009). Give Delta Airlines as an example wherein they provided a description for flight attendants on expected weight and anyone who goes above it will face disciplinary procedures. Publicity about the treatment of overweight flight attendants clearly indicates that looks are important and reflect ‘how much customers want their diet coke served by someone who looks slim in a uniform’ (jaunted.com
They also emphasized that although the physical aspects of the service like layout or products displayed are essential, the attitude and physical appearance of employees gives an impression in the mind of customers. Aesthetic skills are not only seen in the service sector, in the manufacturing industry they are also interested in aesthetics that has to do with their product quality as it creates an impact to their customers. In line with this, several studies have been undertaken to portray employer’s interest in aesthetic skills. The work of Mills (1971) on sales girls used the word ‘the charmer’ for one who attracts customers with modulated voice and stance. Also Lowe’s (1991) work on retailing and local economic development noted the importance of appearance and image in the recruitment and selection process of retailers (Sturdy et al 2001). Moreover, Nickson et al (2001) research into the fashionable and hospitality sector in Glasgow showed an existence of the style labour market. Employers needed people who can be smart, presentable and stylish and once hired can be groomed to enhance these attributes. Consequently, aesthetic skills are becoming essential in other professions.
Where one would think that service industries would mainly focus on aesthetics, studies have shown that aesthetic skills and competencies are also becoming crucial in other vocations. For example, …show more content…
Body size has also become a vital component of appearance. Hospitality companies, particularly those towards the luxury end, reflect a strong predisposition, concerned with style and appearance in the way they are designed and managed operationally (Kennedy and Homant 1984). Also, employment and obesity come under examination in the airline sector with the termination of employment of overweight flight attendants (BBC News 2009). Give Delta Airlines as an example wherein they provided a description for flight attendants on expected weight and anyone who goes above it will face disciplinary procedures. Publicity about the treatment of overweight flight attendants clearly indicates that looks are important and reflect ‘how much customers want their diet coke served by someone who looks slim in a uniform’ (jaunted.com