Effects of Personnel Clothing on Customers’ Expectations of Service Quality and Purchase Intention: The Moderating Effect of Mental Involvement and Gender(Case Study: Melat Bank)

Dress as one of non-verbal communication tools defines underlying aspects of communication such as purpose, formality, personal characteristics and the context of communication so in service based organizations that nature of communication between organization and customer is human communication, dress is considered more important indicator in forming customers perceptions so this study aims to investigate the impact of service contact personnel dress on service quality expectations and purchase intention considering the moderating role of involvement and customer gender. Form methodology point of view, this study is considerd a descriptive survey and form objective point of view is a founctional study in the context of banking industry. Data collection was done by using standard questionnaire and photos of service contact personnel dress in appropriate and inappropriate arrangements and by involvement scenarios. The statistic population consists of Melat bank customers in Tehran.138 valid questionnaires were collected out of 200 questionnaireswhich were selected based on KOKRAN Formula and had acceptable validity based on experts opinion. Findings indicate meaningful and positive impact of appropriate dress on service quality expectations and purchase intention which is more intensive in low involvement and among women.