Breaking barriers: How race shapes service expectations across actors and contexts

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dc.authorid0000-0002-3611-3977en_US
dc.authorid0000-0002-9303-5768en_US
dc.authorid0000-0002-1004-3050en_US
dc.contributor.authorElmadağ, Ayşe Banu
dc.contributor.authorOkan, Mehmet
dc.contributor.authorYaoyuneyong, Gallayanee
dc.date.accessioned2024-12-02T13:50:07Z
dc.date.available2024-12-02T13:50:07Z
dc.date.issued2024
dc.departmentAÇÜ, İşletme Fakültesi, Sağlık Yönetimi Bölümüen_US
dc.description.abstractThis study investigates the impact of race on Customer Service Quality Expectations (SQE) using the Similarity-Attraction Perspective within the context of all interacting service actors, including customers, service providers, and other customers. A thorough literature review of racial effects in service environments is followed by a 2 (Service Actor Race: White vs. Black) × 2 (Service Actor Role: Service Provider vs. Other Customers) × 2 (Context: Experience vs. Credence) experimental study with Black and White customers. The study revealed that customer Perceptions of Service Actor Similarity (PSIM) mediate the influence of matching Customer Race and Service Actor Race on SQE. Results indicate: 1) that SQE is higher when customers are in the presence of other Service Actors perceived to be of their own race, and 2) that the effect varies by Service Actor Role and Service Type. This is an initial attempt to explore the impact of race on Experience and Credence services by adopting a Similarity-Attraction framework considering all participants in the service environment. The findings of this study hold important managerial implications, emphasizing that businesses should be mindful of the impact of race on SQE and consider fostering a diverse and inclusive service environment to enhance customer outcomes.
dc.identifier.doi10.1080/21639159.2024.2322929
dc.identifier.endpage365en_US
dc.identifier.issn2163-9159
dc.identifier.issue3en_US
dc.identifier.scopusqualityQ1
dc.identifier.startpage349en_US
dc.identifier.urihttp://dx.doi.org/10.1080/21639159.2024.2322929
dc.identifier.urihttps://hdl.handle.net/11494/5090
dc.identifier.volume34en_US
dc.identifier.wosqualityQ3
dc.indekslendigikaynakWeb of Science
dc.indekslendigikaynakScopus
dc.language.isoenen_US
dc.publisherTaylor and Francis Ltd.en_US
dc.relation.ispartofJournal of Global Scholars of Marketing Science: Bridging Asia and the World
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/embargoedAccessen_US
dc.subjectExperience and Credence Servicesen_US
dc.subjectOther Customeren_US
dc.subjectRacismen_US
dc.subjectService Actor Rolesen_US
dc.subjectService Quality Expectationsen_US
dc.titleBreaking barriers: How race shapes service expectations across actors and contextsen_US
dc.typeArticle

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