Service brand and customer attire: A genetic algorithm approach

The service industry has given increasing attention to the significance of brand building. In order to understand and examine the relationships among service experience, perceived brand image and clothing choice, a literature-based conceptual model was developed and genetic algorithm approach was employed. Empirical data were collected from two steakhouses in Taiwan. The results of this study reported how clothing could be used and perceived in a social setting – restaurant. Our findings offer new insights and implications to service brand managers and frontline service employees on the areas of customer perceptions and expectations towards the brand through their clothing choices. In addition, practical strategies for constructing brand personality and customer service were recommended.