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Shared ethnicity effects on service encounters: A study across three U.S. subcultures

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  • Montoya, Detra Y.
  • Briggs, Elten

Abstract

This research investigates how contact employee–customer shared ethnicity affects face-to-face service encounters. Drawing on insights from cultural orientation literature, social identity theory, and resource exchange theory, the authors propose that encounters involving employees and customers from traditionally collectivist subcultures who are minorities in their country of residence will be especially susceptible to the effects of shared ethnicity. The results from a field experiment suggest shared ethnicity affects customers' expectations of exchanging particularistic resources and receiving preferential treatment benefits. Qualitative data on customer service experiences from three different ethnic subcultures (i.e., Hispanics, Asians, and Caucasians) extend the experimental findings. Under conditions of shared ethnicity, high levels of ethnic identification appear to promote in-group favoritism. The paper develops a broad conceptual model and discusses implications of the research.

Suggested Citation

  • Montoya, Detra Y. & Briggs, Elten, 2013. "Shared ethnicity effects on service encounters: A study across three U.S. subcultures," Journal of Business Research, Elsevier, vol. 66(3), pages 314-320.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:3:p:314-320
    DOI: 10.1016/j.jbusres.2011.08.011
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    References listed on IDEAS

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    1. Shao, Chris Y. & Baker, Julie A. & Wagner, Judy, 2004. "The effects of appropriateness of service contact personnel dress on customer expectations of service quality and purchase intention: The moderating influences of involvement and gender," Journal of Business Research, Elsevier, vol. 57(10), pages 1164-1176, October.
    2. Rosenbaum, Mark S. & Montoya, Detra Y., 2007. "Am I welcome here? Exploring how ethnic consumers assess their place identity," Journal of Business Research, Elsevier, vol. 60(3), pages 206-214, March.
    3. Jennifer Edson Escalas & James R. Bettman, 2005. "Self-Construal, Reference Groups, and Brand Meaning," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(3), pages 378-389, December.
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    Cited by:

    1. Aguirre-Rodriguez, Alexandra & Bóveda-Lambie, Adriana M. & Montoya, Detra Y., 2014. "Exploring ethnic consumer response to crossover brand extensions," Journal of Business Research, Elsevier, vol. 67(4), pages 457-463.
    2. Xia, Lan & Kukar-Kinney, Monika, 2014. "For our valued customers only: Examining consumer responses to preferential treatment practices," Journal of Business Research, Elsevier, vol. 67(11), pages 2368-2375.
    3. Wu, Ruomeng & Steffel, Mary & Shavitt, Sharon, 2021. "Buying gifts for multiple recipients: How culture affects whose desires are prioritized," Journal of Business Research, Elsevier, vol. 132(C), pages 10-20.
    4. Carol Azab & Jonas Holmqvist, 2022. "Discrimination in Services: How Service Recovery Efforts Change with Customer Accent," Journal of Business Ethics, Springer, vol. 180(1), pages 355-372, September.
    5. Van Vaerenbergh, Yves & Holmqvist, Jonas, 2014. "Examining the relationship between language divergence and word-of-mouth intentions," Journal of Business Research, Elsevier, vol. 67(8), pages 1601-1608.
    6. Gutiérrez, Angélica S. & Saint Clair, Julian K., 2018. "Do organizations' diversity signals threaten members of the majority group? The case of employee professional networks," Journal of Business Research, Elsevier, vol. 89(C), pages 110-120.
    7. Azab, Carol & Clark, Terry, 2017. "Speak my language or look like me? – Language and ethnicity in bilingual customer service recovery," Journal of Business Research, Elsevier, vol. 72(C), pages 57-68.
    8. Erdogan Koc, & Aybeniz Akdeniz Ar, & Gulnil Aydin, 2017. "The Potential Implications Of Indulgence And Restraint On Service Encounters In Tourism And Hospitality," EcoForum, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department., vol. 6(3), pages 1-11, august.

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