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Service quality and acculturation: advancing immigrant healthcare utilization

Kathryn Simons Davis (Department of Business and Economics, Philander Smith College, Little Rock, Arkansas, USA)
Mayoor Mohan (Department of Marketing, Virginia Commonwealth University, Richmond, Virginia, USA)
Steven W. Rayburn (Department of Marketing, Texas State University, San Marcos, Texas, USA)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 10 July 2017




This paper aims to develop an understanding of key variables for designing and marketing healthcare services for immigrant consumers – widely considered a vulnerable consumer group.


Data collected from 277 participants was analyzed using ANOVA models and mean score comparisons.


Differences based on immigrant status and acculturation level are identified. Differences between immigrant acculturation levels based on service quality dimensions are also revealed.

Research implications

This research indicates that acculturation-based studies are insightful and finds that immigrants’ service responses do not mirror those of native respondents in healthcare services.

Practical and social implications

This research highlights key nuances within immigrant populations that hold significant implications for service providers. Culturally appropriate service design and marketing can enhance service utilization by the target population.


This study focuses on the healthcare service experiences of immigrant populations and application of this information to service design.



All authors contributed equally and are listed in alphabetical order.


Davis, K.S., Mohan, M. and Rayburn, S.W. (2017), "Service quality and acculturation: advancing immigrant healthcare utilization", Journal of Services Marketing, Vol. 31 No. 4/5, pp. 362-372.



Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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