The aim of this study is to identify if there is perception of prejudice and discrimination related to Ageism, Sexism, Lookism and Sexual Orientation against customers in Seaside Retailing. Through quantitative research and descriptive study, data from Brazil and Italy are collected. Results show that customers do not perceive prejudice and discrimination concerning their age, gender, appearance or sexual orientation when seaside retail businesses provide face-to-face services, except for frontline male employees which are nicer to younger female customers. The paper contributes in developing protocols that can be useful to identify and to evaluate Ageism, Sexism, Lookism and Sexual Orientation phenomena in retailing.
Prejudice and Discrimination in Seaside Retailing
MUSSO, FABIO
2015
Abstract
The aim of this study is to identify if there is perception of prejudice and discrimination related to Ageism, Sexism, Lookism and Sexual Orientation against customers in Seaside Retailing. Through quantitative research and descriptive study, data from Brazil and Italy are collected. Results show that customers do not perceive prejudice and discrimination concerning their age, gender, appearance or sexual orientation when seaside retail businesses provide face-to-face services, except for frontline male employees which are nicer to younger female customers. The paper contributes in developing protocols that can be useful to identify and to evaluate Ageism, Sexism, Lookism and Sexual Orientation phenomena in retailing.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
