Service Encounters with Immigrant Customers: Managerial Insights on Challenges and Opportunities

Autor(en)

Christina Sichtmann, Peter Patak

Abstrakt

This study seeks to provide managerial perspectives on intercultural service encounters involving immigrant customers, including the key issues, challenges and characteristics that service providers face. Interviews with 13 frontline and marketing employees of a large Austrian financial service provider revealed that service encounters involving immigrant customers differ from those with domestic customers. Several challenges (e.g., coping with different cultures, lack of role clarity in co-production) and even more opportunities (e.g., more trust in the service provider, higher word of mouth, provision of information) arise. Interviewees expect that in the future, intercultural service encounters with immigrant customers will develop into daily routines and not be viewed as exceptional.

Organisation(en)

Institut für Rechnungswesen, Innovation und Strategie

Publikationsdatum

2016

Peer-reviewed

Ja

ÖFOS 2012

502052 Betriebswirtschaftslehre

Schlagwörter

Link zum Portal

https://ucrisportal.univie.ac.at/de/publications/348b4784-3496-4556-b2cd-e93f973e56cb