The Impacts of Uniforms on Customer Perception and Labour Satisfaction in Airline Marketing

Abstract

[eng] This study was conducted to gain a better understanding of the ways that fashion can be used as a marketing instrument by having a positive impact on the customer perceived quality and the satisfaction of the employees. Uniforms play a role in the creation of more satisfied and loyal customers. In addition to that, its impacts on the performance in the job of the flight attendants will be assessed through an online survey as well as a questionnaire. When surveying the customers, it was of special interest that even though most respondents stated that price was the most important factor for them when deciding for an airline, they stated that well designed uniforms give them the impression that the airline has a higher quality. Furthermore, it was found that the appearance and behaviour of the stewardesses influences the customers’ possibility of repurchase. When surveying the flight attendants, it was found that a well- designed uniform can impact positively on the employees’ overall attitude towards their job and their ability to perform well.