Employees potentially offer competitive advantage with respect to both the service encounter and the process of service if they sound right and look good and at the same time becoming an important part of the tangible product, which means that they symbolize the image of the firm. Hence, it has been seen in various studies that in hospitality and retail industry the need to sound right and look good is very crucial and does exist in these sectors(Lindsay & McQuaid, 2004). The employers were of the opinion that the selection and recruitment of the employees who sound right and looks good provides competitive advantage in the crowded hospitality and retail industries together with helping the companies in creating a distinct image on the high street(Stewart, 2004). It is also revealed in various studies that companies developed and sought the workers who could possibly become the physical personification of the personality and image of those organizations.
Therefore, an emerging issue was presence of the aesthetic labour in all hospitality and retail employers who are present in both the openly stylish place and also the ones who serve more ordinary segments of customer(Hochschild, 1983). A survey based in questionnaire was conducted in one of the studies and it was revealed that there was lack of awareness regarding the extent of the aesthetic labour and at the same time taking into consideration various issues relating to the selection, recruitment, management and training practices in a range of hospitality and retail organizations(Parasuraman, 1985). Several instances of front-line jobs were found in the study conducted by Jackson et al. in the year 2002 which asked for features which amounted less to what the candidate was able to do as compared to how they were like, for instance having good manners or good appearances, well-spoken or well-turned out, good presence or character. In addition, in some cases the employers also required the photograph of the applicant enclosed with the application form.