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Salesperson preference among Hispanic and Asian immigrants

Author

Listed:
  • Lynn Eunjung Kwak
  • Jane Z. Sojka

Abstract

Purpose - The purpose of this paper is to examine differences between Hispanic and Asian immigrants and their preferences in the appearance of and interaction with salespeople. Design/methodology/approach - A total of 171 female Hispanic and 153 Asian female retail consumers in a midwestern city, who immigrated to the USA, were surveyed. Salesperson‐customer interaction and preference for salespeople with a similar ethnic appearance were assessed. Findings - Findings fromF‐tests indicated that in this study Asians have a significantly greater preference for a salesperson similar in appearance to themselves and Hispanics have significantly greater preference for salespeople who offer attentive service. Practical implications - Retailers will benefit by understanding and capitalizing on differences which will encourage customer loyalty to their retail stores. Originality/value - Extending the observable characteristics facet of the buyer‐seller similarity model, the research results suggest that buyers from different ethnic groups will assess salesperson characteristics differently.

Suggested Citation

  • Lynn Eunjung Kwak & Jane Z. Sojka, 2011. "Salesperson preference among Hispanic and Asian immigrants," American Journal of Business, Emerald Group Publishing Limited, vol. 26(2), pages 118-128, October.
    • Handle: RePEc:eme:ajbpps:v:26:y:2011:i:2:p:118-128
    DOI: 10.1108/19355181111174507
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