Julie Johnson-Hillery - Elderly Consumers and Retail Sales Personnel: Examining Knowledge, Attitudes and Retail Service Satisfaction

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G ARLAND S TUDIES ON

THE ELDERLY IN AMERICA

edited, by

STUART BRUCHEY

U NIVERSITY OF M AINE

First published 1997 by Garland Publishing, Inc.

This edition first published in 2021 by Routledge

605 Third Avenue, New York, NY 10017

and by Routledge

2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN

Routledge is an imprint of the Taylor & Francis Group, an informa business

Copyright 1997 Julie Johnson-Hillery and Jikyeong Kang

All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers.

Notice:

Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe.

Publishers Note

The publisher has gone to great lengths to ensure the quality of this reprint but points out that some imperfections in the original copies may be apparent.

Disclaimer

The publisher has made every effort to trace copyright holders and wdcomes correspondence from those they have been unable to contact.

Library of Congress Cataloging-in-Publication Data

Johnson-Hillery, Julie, 1957

Elderly consumers and retail sales personnel : examining knowledge, attitudes, and retail service satisfaction / Julie Johnson-Hillery and Jikyeong Kang.

p. cm. (Garland studies on the elderly in America)

Revision of the authors thesis (doctoralUniversity of Wisconsin-Madison, 1995)

Includes bibliographical references and index.

ISBN 0-8153-3028-6 (alk. paper)

1. Aged consumersUnited States. 2. Consumer behaviorUnited States. 3. Clerks (Retail trade)United StatesAttitudes. I. Kang, Jikyeong, 1961 . II. Title. III. Series.

97-37023

ISBN 13: 978-1-03-216543-1 (hbk)

ISBN 13: 978-1-03-216690-2 (pbk)

ISBN 13: 978-1-00-324924-5 (ebk)

DOI: 10.4324/9781003163497

This book is dedicated to Dr. Nancy A. Rudd, whose enthusiasm for helping those with special needs sparked my interest in doing the same.

Contents

Preface

Acknowledgments

Chapter I. Introduction

Chapter II. Review of Literature

Chapter III. Methodology

Chapter IV. Data Analysis and Results

Chapter V. Discussion

Bibliography

Index

1. Preface Page
2. Acknowledgments Page
3. Chapter I. Introduction
4. Chapter II. Review of Literature
5. Chapter III. Methodology
6. Chapter IV. Data Analysis and Results
7. Chapter V. Discussion
8. 1. Appendix B Elderly Consumers Survey Version 2
   2. Appendix C Younger Consumers Survey Version 1
   3. Appendix D Younger Consumers Survey Version 2
   4. Appendix E Retail Sales Personnels Survey
9. Bibliography
10. Index

1. xiii
2. xiv
3. xv
4. xvi

Guide

1. Preface Page
2. Acknowledgments Page
3. Start of Content
4. Bibliography
5. Index

List of Figures

1. Person Perception Process

2. Retailer Perspective of the Older Consumer

3. Consumer Perspective of the Older Consumer

4. Elderly Consumer Interaction with Retail Sales Personnel

List of Tables

1. Comparison of New-age and Traditional Elderly

2. Demographic Profile of Elderly Consumer Focus Group Interviews

3. Guideline Questions for Elderly Consumer Focus Group Interviews

4. Demographic Profile of Retail Sales Personnel Focus Group Interviews

5. Guideline Questions for Retail Sales Personnel Focus Group Interviews

6. Frequency of Words for Retail Sales Personnel Focus Group Interviews

7. Frequency of Words for Elderly Consumer Focus Group Interviews

8. Survey Response Rate for Consumers

9. Demographic Profile of Elderly Consumers Phase II. (Survey Research)

10. Demographic Profile of Younger Consumers Phase II. (Survey Research)

11. Survey Response Rate for Retail Sales Personnel

12. Demographic Profile of Retail Sales Personnel Phase II. (Survey Research)

13. Mean and Standard Deviation Scores for Retail Sales Personnels Attitude Toward Elderly Consumers

14. Correlations Between Retail Sales Personnels Knowledge and Attitude Toward Elderly Consumers

15. Factor Analysis for Elderly Consumers Marketplace Needs (Importance by Elderly Consumer)

16. Factor Analysis for Retail Sales Personnels Perceptions of Elderly Consumers Marketplace Needs

17. T-tests for Perceptions and Marketplace Need and Preferences of Elderly Consumers Marketplace Needs

18. Factor Analysis for Elderly Consumers Marketplace Satisfaction

19. Factor Analysis for Retail Sales Personnels Perceptions of Elderly Consumers Marketplace Satisfaction

20. T-tests for Perceptions and Marketplace Needs and Preferences of Elderly Consumers

21. T-tests for Retail Sales Personnels Attitudes Toward Elderly Consumers and Younger Consumers

22. T-tests for Elderly Consumers Attitudes Toward Older Retail Sales Personnel and Younger Retail Sales Personnel

23. Factor Analysis for Elderly Consumers Marketplace Satisfaction

24. Factor Analysis for Younger Consumers Marketplace Satisfaction

25. T-tests for Satisfaction of Elderly Consumers and Younger Consumers

Preface

Two sets of my experiences have most influenced this book. First, I spent many years working in the fashion retailing industry, where I observed first-hand the interaction between retail sales personnel and their customers. It was especially interesting to see how appearance played such an important role in these sales encounters. In particular, the age and attractiveness of the customer seemed to play an integral role in the sales persons attitude toward their customers, and vice versa. Of course, during the times of these observations, I did not know how influential these would become. I did know, however, that many times retail sales personnel were treating elderly consumers with less respect than younger consumers.

Upon returning to school at The Ohio State University, Dr. Nancy A. Rudd further introduced me to the concept of our societys attitudes toward the elderly. In an entry-level textiles and clothing class taught by Dr. Rudd, she gave us a short survey to measure our attitudes toward elderly persons. Overall, these attitudes were not positive; in fact, most all students held negative stereotypes about what it meant to be older. Of course, Dr. Rudds ensuing lecture was designed to dispel our stereotypes. This experience, along with my retail experience would later affect the subject of my dissertation research, the study that is the subject of this book.

presents a discussion of the findings from both a theoretical and applied perspective. For persons interested in the practical applications of this study, the latter section should be of particular interest. It is here that the discussion focuses on what retailers can do to best serve elderly consumers.

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