Content area
Full text
Employee uniforms generally constitute an important component of a hospitality-establishment's brand identity. Not only do uniforms create a specific impression of a property,1 but they are an integral part of the atmosphere created by a hotel or restaurant. The ornate uniforms of bell persons at a luxury hotel, for example, help to confirm guests' expectations for that type of property. The casual uniforms of Southwest Airlines, on the other hand, add to that airline's relaxed and fun image. In a casual, single-unit restaurant, employees' uniforms can add to the guest's perception of eating at a professional operation. In a more practical vein, uniforms allow guests to identify employees easily. Thus, uniforms help to facilitate guests' locating an employee when they have a question or a complaint. They also help to make service more tangible by giving the guest an idea of what type of service to expect (e.g., limited service or upscale, formal or relaxed).
Uniforms also affect the employees' attitudes, as we discuss in this article. The following anecdotes demonstrate this point. A waitress complained to us that the managers never consulted the customercontact employees when they selected uniforms. She described how her uniform's loose-fitting sleeves draped down into the food when she served food and cleared plates. A few hours after starting a shift, consequently her uniform was stained and dirty, which made her self conscious. This self consciousness, in turn, made it more difficult for her to interact with guests in a friendly manner. A front-desk clerk in a hotel with a tropical theme stated to us that his bright purple jacket made him feel silly Worse, guests often joked about the uniform. While the guests' jokes were innocent enough, they humiliated the sensitive employee. In contrast, uniforms can also create favorable attitudes. Dealers in casinos told us that they feel professional when they put on a tuxedo, because it puts them in the mood for their role as a dealer. From stories such as these we learn that uniforms affect not only employees' attitudes, but also their ability to serve the guest.
Focusing on Uniforms
This study analyzes the effect of mandatory uniforms on hospitality employees' attitude toward their jobs. In talking with employees of theme casino-resorts, the authors found...