Truong, NatalieGomes, Beatriz Ledo Feio2022-05-272022-05-272022-01-192021-12-17http://hdl.handle.net/10362/138787This research examines how the amount of makeup worn by employees in the financial services industry can influence customer satisfaction and the perceived customer-employee social distance. It was predicted that a more extensive makeup look would lead customers to perceive greater social distance, and thus would increase their satisfaction with the service provided. The experimental approach showed that the amount of makeup used by female employees did not have a significant impact on customer satisfaction nor on social distance did. Finally, managerial implications were discussed, and future research recommendations were provided.engConsumer behaviorBeautyCustomer satisfactionPerceived social distanceExtensive makeupNatural makeupFinancial servicesmaster thesis202974316