Physical attractiveness stereotypes and service quality in customer–server encounters

Characteristics of service providers such as gender and physical attractiveness (PA) play a significant role in customer–server encounters. This study explored whether various service quality conditions and PA stereotypes would affect perceptions of service quality in customers of fine dining restaurants in Taiwan. This research also identified the moderating effects of server PA stereotype and PA in-group bias on perceived service quality. A total of 480 subjects participated in the study, which had a 2 × 2 between-subjects factorial design: scenarios of service quality (favourable vs. unfavourable) and appearances of server (attractive vs. average). The results showed that the customers' perceptions of service quality were enhanced with attractive servers compared with those of average appearances. In addition, the server PA stereotype influenced the customers' perceptions of service quality with regard to responsiveness and assurance dimensions under favourable and unfavourable service quality conditions.