Managing Customer Interactions

Managing Customer Interactions
2018-02-20

Russell Williams, Senior Lecturer in Management at the University of Aberdeen Business School, leads the undergraduate and postgraduate modules on Marketing Management where the topic of managing service encounters frequently comes up for discussion. In this blog entry Russell discusses our changing perceptions of people with tattoos and whether this impacts on how organisations manage customer relations.

Question: What do US Presidents Andrew Jackson and Teddy Roosevelt, wartime Prime Minister Winston Churchill, Inventor Thomas Edison, RH Macey (founder of the famous US store), and author George Orwell all have in common?

Answer: They all had tattoos.

Yes, that is right they were “inked”, although in the case of Winston Churchill there is some question over his alleged anchor tattoo.

Over the last decade, tattoo ownership and display has become much more widespread. But, whilst it is common to see sports and music stars openly wearing them, they have crossed over into something of the mainstream. For example, Canadian Prime Minster Justin Trudeau has been seen jogging with his tattoos on display and here in the UK the former UK Prime Minister’s wife Samantha Cameron has been seen showing her dolphin ankle tattoo.

It seems displaying a tattoo barely raises a (possibly tattooed) eyebrow! But, what do people really think about tattoos on others? Specifically, in the business domain, what are consumers' attitudes toward visibly tattooed employees, or what are recruiters’ attitudes to potential job applicants with visible tattoos?

You may be surprised to learn that there is considerable research in this area, some of which indicates the following:

First, a similarity effect may be at work. You may be more accepting of a tattoo if you also have a tattoo. Indeed, research reports that people with a tattoo trust salespeople more than people without a tattoo.

Second, age may play a role. Younger people who have grown up with tattoos being more widely displayed may be more accepting of tattoos.

Third, the occupation of the tattooed employee you are interacting with may be important. So, if your barber or hairdresser have a tattoo that may be okay. But, alternatively, if your financial advisor has a tattoo that may be less okay. Why? It seems that we associate certain attributes with tattoos (rightly or wrongly). For example, one association may be creativity, which is okay for a barber or hairdresser. Alternatively, another association may be impulsiveness, which is perhaps less okay for a financial advisor. Remember though, the impact of these associations may be reduced if you have a tattoo and you are younger.

Does all this matter? Potentially, yes!

Even if visible tattoos are becoming more prevalent and more accepted, if some negative attitudes towards tattoos still exist, organisations will need to get the balance right between an individual’s rights to self-expression and the desire to manage their customers’ perceptions of the service encounter, and indeed their brand image. There is so much to discuss here…. Moreover, we have not even began to talk about body piercing or facial hair!

Let us know what you think? would a person with a tattoo impact on your perception of them or the company they represent?

Published by Business School, University of Aberdeen

Comments

There are currently no comments for this post.

Your Comment
Captcha

Please help us to avoid spam by completing the captcha below.

Search Blog

Browse by Month

2024

  1. Jan There are no items to show for January 2024
  2. Feb There are no items to show for February 2024
  3. Mar There are no items to show for March 2024
  4. Apr
  5. May There are no items to show for May 2024
  6. Jun There are no items to show for June 2024
  7. Jul There are no items to show for July 2024
  8. Aug There are no items to show for August 2024
  9. Sep There are no items to show for September 2024
  10. Oct There are no items to show for October 2024
  11. Nov
  12. Dec There are no items to show for December 2024

2023

  1. Jan There are no items to show for January 2023
  2. Feb There are no items to show for February 2023
  3. Mar There are no items to show for March 2023
  4. Apr There are no items to show for April 2023
  5. May There are no items to show for May 2023
  6. Jun
  7. Jul There are no items to show for July 2023
  8. Aug There are no items to show for August 2023
  9. Sep There are no items to show for September 2023
  10. Oct There are no items to show for October 2023
  11. Nov There are no items to show for November 2023
  12. Dec There are no items to show for December 2023

2022

  1. Jan
  2. Feb There are no items to show for February 2022
  3. Mar
  4. Apr
  5. May There are no items to show for May 2022
  6. Jun There are no items to show for June 2022
  7. Jul There are no items to show for July 2022
  8. Aug There are no items to show for August 2022
  9. Sep
  10. Oct There are no items to show for October 2022
  11. Nov
  12. Dec There are no items to show for December 2022

2021

  1. Jan
  2. Feb
  3. Mar
  4. Apr
  5. May
  6. Jun There are no items to show for June 2021
  7. Jul There are no items to show for July 2021
  8. Aug There are no items to show for August 2021
  9. Sep
  10. Oct There are no items to show for October 2021
  11. Nov
  12. Dec

2020

  1. Jan
  2. Feb
  3. Mar
  4. Apr
  5. May There are no items to show for May 2020
  6. Jun There are no items to show for June 2020
  7. Jul
  8. Aug There are no items to show for August 2020
  9. Sep
  10. Oct
  11. Nov
  12. Dec There are no items to show for December 2020

2019

  1. Jan There are no items to show for January 2019
  2. Feb
  3. Mar
  4. Apr
  5. May
  6. Jun
  7. Jul
  8. Aug There are no items to show for August 2019
  9. Sep
  10. Oct
  11. Nov There are no items to show for November 2019
  12. Dec There are no items to show for December 2019

2018

  1. Jan
  2. Feb
  3. Mar
  4. Apr
  5. May There are no items to show for May 2018
  6. Jun
  7. Jul
  8. Aug
  9. Sep
  10. Oct
  11. Nov
  12. Dec There are no items to show for December 2018

2017

  1. Jan There are no items to show for January 2017
  2. Feb There are no items to show for February 2017
  3. Mar There are no items to show for March 2017
  4. Apr There are no items to show for April 2017
  5. May There are no items to show for May 2017
  6. Jun There are no items to show for June 2017
  7. Jul There are no items to show for July 2017
  8. Aug There are no items to show for August 2017
  9. Sep There are no items to show for September 2017
  10. Oct There are no items to show for October 2017
  11. Nov
  12. Dec