A study on name tags in organizational dress : how conspicuousness of name tags affects service outcomes.

• Main Authors: Seah, Hui Min., Teo, Jasmine., Tan, Alson Yu Hon.
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Business
• Online Access: http://hdl.handle.net/10356/51474
• Institution: Nanyang Technological University

This study explores how organizational artifacts, specifically name tags, can have effects on customers, specifically on confidence benefits, customer satisfaction, loyalty, customer’s attitudes towards the service employee and customer’s attitudes towards the company. In addition, positive and negative service scenarios were used as moderating factors in this study. An experimental study was carried out with 137 respondents in which 130 usable responses were obtained. The results showed that (1) a high conspicuous name tag leads to higher customer satisfaction and better attitudes towards service employee, as compared to a low conspicuous name tag. However, there were no perceived differences in the two respective interaction effects between name tag conspicuousness and the service scenarios. Our study also found that (2) a high conspicuous name tag leads to higher loyalty as compared to a low conspicuous name tag. There were also interaction effects between name tag conspicuousness in different service scenarios. Hence, looking at these results, we recommend that service industries incorporate name tags as an integral part of organizational dress so as to improve customers’ experience.