Observes the changing demographics in all markets with increased heterogeneity owing to the mass movement of cultures to different countries. Suggests that this necessitates adapting service‐quality programmes to match culturally different customer expectations. Conducts research pertaining to service expectations of retail financial services in Toronto, Canada, to determine whether identifiable service‐quality attributes are dependent on cultural background. Concludes from the results that different service expectations do exist between various ethnic backgrounds and that service firms can capitalize on these differences, by identifying them and designing appropriate operations and marketing strategies, leading to increased customer satisfaction and competitive advantage without increased operating costs.
Snow, K., Bartel, H. and Cullen, T. (1996), "How ethnicity influences service expectations ‐ a Canadian perspective", Managing Service Quality: An International Journal, Vol. 6 No. 6, pp. 33-37. https://doi.org/10.1108/09604529610149202Download as .RIS
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