Race and Service Quality

Illias et al (2008) shows that service quality in higher education would be the same irrespective of races. Therefore whether the students are Chinese, Indians or Malays, the perceptions on service quality are still the same. 

The relationship between race and service quality is a complex issue that encompasses various dimensions, including consumer behavior, employee treatment, and overall job quality in the service sector. Research indicates that racial dynamics significantly influence both the expectations of service quality and the experiences of service providers.

Racial Discrimination in Tipping

One prominent study highlights racial discrimination in tipping practices within the restaurant industry. It found that consumers tend to tip black servers less than their white counterparts, regardless of the perceived quality of service. This effect is moderated by service quality; tips for white servers increased significantly with better service ratings, while tips for black servers did not show the same correlation. This suggests that negative stereotypes about black workers may influence customer perceptions and behaviors, leading to systemic inequities in earnings for black servers

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Job Quality and Racial Inequality

In the broader context of job quality, particularly within the service sector, significant racial disparities exist. Research indicates that non-white workers often face precarious scheduling practices, such as on-call shifts and last-minute cancellations, which can adversely affect their job security and income stability. White workers generally enjoy better job conditions, including fewer canceled shifts and more predictable schedules. This discrepancy is partly attributed to racial segregation within firms and differences in managerial practices based on race

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Ethnicity and Customer Satisfaction

The impact of ethnicity on customer satisfaction has also been examined. Studies suggest that visible cultural differences can enhance customer satisfaction when consumers perceive a connection with the ethnicity of business owners or staff. This connection can influence purchasing decisions and overall satisfaction levels, indicating that ethnicity plays a vital role in shaping consumer experiences in service environments

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Shared Racial Identity in Service Expectations

Another dimension of this topic involves how shared racial identity affects service expectations. Research indicates that consumers may have different expectations of service based on the racial identity of the service provider. For instance, customers patronizing black-owned businesses may have heightened expectations for service quality when they share a racial background with the owner or staff

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. This dynamic can create a unique set of pressures and expectations that influence both customer satisfaction and provider performance.

The interplay between race and service quality reveals significant disparities in treatment and expectations based on racial identity. Discrimination in tipping practices, job quality inequities, and the influence of ethnicity on customer satisfaction all highlight the need for continued examination of these issues to foster more equitable practices within the service industry. Understanding these dynamics is crucial for improving both employee experiences and customer satisfaction across diverse racial contexts.

Reference:

Illias, A, Hasan, H.F.A, Rahman, R.A and Rushdan, M., (2008), “Student Satisfaction and Service Quality: Any Differences in Demographic Factors”, International Business Research, 1(4), 131 – 143.