Salesperson preference among Hispanic and Asian immigrants

Lynn Eunjung Kwak and Jane Z. Sojka

American Journal of Business, 2011, vol. 26, issue 2, 118-128

Abstract: Purpose - The purpose of this paper is to examine differences between Hispanic and Asian immigrants and their preferences in the appearance of and interaction with salespeople. Design/methodology/approach - A total of 171 female Hispanic and 153 Asian female retail consumers in a midwestern city, who immigrated to the USA, were surveyed. Salesperson‐customer interaction and preference for salespeople with a similar ethnic appearance were assessed. Findings - Findings fromF‐tests indicated that in this study Asians have a significantly greater preference for a salesperson similar in appearance to themselves and Hispanics have significantly greater preference for salespeople who offer attentive service. Practical implications - Retailers will benefit by understanding and capitalizing on differences which will encourage customer loyalty to their retail stores. Originality/value - Extending the observable characteristics facet of the buyer‐seller similarity model, the research results suggest that buyers from different ethnic groups will assess salesperson characteristics differently.

Keywords: United States of America; Immigrants; Consumer behaviour; Women; Salesperson preference; Hispanics; Asians (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:eme:ajbpps:v:26:y:2011:i:2:p:118-128

DOI: 10.1108/19355181111174507

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