Migrant Customers’ Acculturation and Participation in Host Country Services
- Author(s)
- Christina Sichtmann, Vasileios Davvetas, Johanna Bleich, Andriana Romanyuk
- Abstract
The rise in global migration has led to soaring numbers of migrants claiming the role of customers in their host country markets. In parallel, service providers increasingly introduce participatory service delivery systems, expecting that customer participation will drive superior service quality. Taping into the intersection of these trends, we investigate how migrants’ acculturation with the host county affects their service participation behaviors. We find that (1) migrants’ cultural identification with the host country increases their service participation expertise, (2) knowledge of host country language and social networks with host country nationals increase participation willingness and remove participation barriers, and (3) migrants’ ability (but not willingness) to participate eventuate in stronger participation behavior when the service employee is also perceived as actively participating. The findings enrich acculturation and service participation literature and have implications for service brands, public service providers and policy makers.
- Organisation(s)
- Department of Accounting, Innovation and Strategy
- External organisation(s)
- University of Leeds
- Publication date
- 2019
- Peer reviewed
- Yes
- Austrian Fields of Science 2012
- 502052 Business administration, 502019 Marketing
- Keywords
- Portal url
- https://ucrisportal.univie.ac.at/en/publications/9fbfec9f-2893-4b2d-98a6-bf9db74977e5