UT Arlington Marketing Study Shows Ethnically Diverse Workforce May Improve Customer Experience
Service-oriented businesses that want to succeed with minority customers should consider hiring frontline employees who represent those ethnic groups, particularly when the business caters to Hispanics or Asians, a recent UT Arlington study contends.
The paper, "Shared ethnicity effects on service encounters: A study across three U.S. subcultures," was authored by Elten Briggs, associate professor of marketing, and Detra Montoya, clinical associate professor of marketing at Arizona State University's W.P. Carey School of Business. It was published in the Journal of Business Research.
The researchers analyzed the influence of shared ethnicity on consumer behavior using an experiment and a survey. The experiment focused on 112 Hispanic customers of a financial services firm in a major U.S. metropolitan area. The survey asked 285 Asians, Hispanics and Caucasians in a major U.S. city about marketplace experiences that could be attributed to their ethnicity.
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