The difference between elderly consumers’ satisfaction levels and retail sales personnel's perceptions

Julie Johnson-Hillery, Jikyeong Kang, Wen Jan Tuan

Research output: Contribution to journalArticlepeer-review

Abstract

Suggests that a significant trend affecting American society today is the dramatic rise in the number of persons aged over 65. Consequently, retailers are interested in knowing how this segment can be best served in the marketplace. Outlines a study which utilized person perception theory to examine how retail sales personnel's perceptions relate to elderly consumers’ satisfaction. Results indicate that elderly consumers viewed older sales personnel more positively than they viewed younger sales personnel. Also reveals that retail sales personnel's perceptions of elderly consumers’ marketplace preferences and satisfaction were significantly different from those reported by elderly consumers. In addition to the theoretical implications, findings provide retailers with valuable information for improving their service to elderly consumers.

Original languageEnglish (US)
Pages (from-to)126-137
Number of pages12
JournalInternational Journal of Retail & Distribution Management
Volume25
Issue number4
DOIs
StatePublished - May 1 1997

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Marketing

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