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

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dc.authoridOkan, Mehmet/0000-0002-9303-5768|Elmadag Bas, Ayse Banu/0000-0002-3611-3977
dc.authorwosidElmadag Bas, Ayse Banu/N-9605-2013
dc.contributor.authorElmadag, Ayse Banu
dc.contributor.authorOkan, Mehmet
dc.contributor.authorYaoyuneyong, Gallayanee
dc.date.accessioned2024-07-18T20:45:30Z
dc.date.available2024-07-18T20:45:30Z
dc.date.issued2024
dc.departmentİstanbul Bilgi Üniversitesien_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) x 2 (Service Actor Role: Service Provider vs. Other Customers) x 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.en_US
dc.description.sponsorshipUniversity of Southern Mississippien_US
dc.description.sponsorshipThis work is supported by The University of Southern Mississippi, Aubrey Keith Lucas and Ella Ginn Lucas Endowment for Faculty Excellence Grant 2021-2022.en_US
dc.identifier.doi10.1080/21639159.2024.2322929
dc.identifier.issn2163-9159
dc.identifier.issn2163-9167
dc.identifier.scopus2-s2.0-85187460920en_US
dc.identifier.scopusqualityN/Aen_US
dc.identifier.urihttps://doi.org/10.1080/21639159.2024.2322929
dc.identifier.urihttps://hdl.handle.net/11411/7587
dc.identifier.wosWOS:001180496300001en_US
dc.identifier.wosqualityN/Aen_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherRoutledge Journals, Taylor & Francis Ltden_US
dc.relation.ispartofJournal of Global Scholars of Marketing Scienceen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectRacismen_US
dc.subjectService Quality Expectationsen_US
dc.subjectExperience And Credence Servicesen_US
dc.subjectService Actor Rolesen_US
dc.subjectOther Customeren_US
dc.subjectRacial-Discriminationen_US
dc.subjectSimilarity-Attractionen_US
dc.subjectAfrican-Americanen_US
dc.subjectCustomeren_US
dc.subjectPerceptionsen_US
dc.subjectConsumersen_US
dc.subjectImpacten_US
dc.subjectInformationen_US
dc.titleBreaking barriers: How race shapes service expectations across actors and contextsen_US
dc.typeArticleen_US

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