Improving service interactions through inclusive language for Sindh’s Sheedis

Abstract

Purpose

This research aims to explore how racist language in service interactions in the health and education sectors affects service consumers belonging to the Sheedi community in Pakistan’s Sindh province. This research questions the use of racist language and proposes the use of inclusive language in service sectors to reduce the discrimination the Sheedi community faces because of such racist language.

Design/methodology/approach

This empirical study takes place in the health and education sectors in Sindh province. Using a qualitative and narrative approach, this study categorizes Sheedi service consumers’ personal experiences to gain deep and holistic insights into the racist language used in service interactions and proposes the use of inclusive language.

Findings

Findings demonstrate how some non-Sheedis used racist language against the Sheedi service consumers in the health and education sectors, and how such racist language was influenced by class consciousness and gender bias. Inclusive language, which emphasizes professional lexicon, culturally appropriate terminology, gender-neutral vocabulary and other socially acceptable terms, was proposed to be used in the service interactions with Sheedi service consumers.

Originality/value

This study makes a conceptual contribution to existing literature on the use of language in service interactions and documents how the Sheedi community is treated in Pakistan’s Sindh province. This research can help researchers expand research in contexts where the use of racist language hinders progress, while the use of inclusive language can lead to sustainable development of service sectors.

Citation

Ali, A., David, M.K. and Channa, A.R. (2022), "Improving service interactions through inclusive language for Sindh’s Sheedis", Journal of Services Marketing, Vol. 36 No. 7, pp. 952-963. https://doi.org/10.1108/JSM-09-2021-0365