As we have seen earlier, for service companies in the name of service quality and customer control of employees’ appearance and attitudes are observed as a legitimate managerial strategy (Solomon, 1985). The aesthetic content of labour in these broader customer care strategies in the form of dress code, language, size and shape of the body, style and manner is manufactured deliberately in order to appeal customers.
Hence, we could say that to managers the appearances does matter. In addition, the crucial aspects of these appearances could be changes; this means that they could be worked upon. With respect to the same, it has been seen in studies that employers doesn’t allow the customer-facing staff to have visible tattoos(Prewitt, 2003). Given the fact that there is no way to mould the tattoos thus having tattoos or have visible tattoos might hamper the chances of employability of a candidate. It can be seen from these findings that employers are concerned with moulding the image of the workers by using dress and uniform codes together with recruiting the employees of right age in the beginning only(Ritzer, 2000). Some ethical considerations might be raised by this practice in terms of the extent to which the firms could legally involve themselves in regulating the appearance of an individual in an organization.
In conclusion, it could be said that both intangible and tangible aspects are crucial in how the service quality is judged by the customers, in light of the work conducted by Parasuraman in the year 1985. The front line employees are the key in this process of determination of the service quality. Moreover, most of the firms tend to view the workers as providing reasonable benefit associated with the quality and the delivery of the product(Burns, 1997). This is also becoming an internal part of the product by means of showcasing it as the company’s image. The human software is transformed into the corporate hardware in this process of becoming the embodiment of the company and it also becomes a crucial aspect of the consumption of the consumer(Leidner, 1993). There are many implications for both policy makers and mangers, given the significance of aesthetic skills in sectors like hospitality and retail.