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Elten Briggs
In today’s market of online sales, early-bird specials, and door-buster giveaways, retailers look for every possible edge to cultivate a loyal customer base. But a UT Arlington study shows it may just boil down to who a buyer sees at the checkout counter.
Marketing Associate Professor Elten Briggs and co-investigator Detra Montoya, an associate professor at Arizona State University, found that hiring an employee force that mimics the diversity of the community could promote customer loyalty.
“The study shows that if I’m a service provider, I have to reflect the audience I’m seeking,” Dr. Briggs says. “When customers share the same ethnicity with their salesman or customer service agent, they generally have a more favorable perception of the business. Maybe because they feel they have some common ground with the employees.”
Though recent marketing research emphasizes the drawbacks of individual cultural differences—such as marketplace discrimination—it largely overlooks the potential positive effects of congruency between contact employees and customers. Briggs and Dr. Montoya’s study helps fill that gap. Using an experiment and a survey to analyze the influence of shared ethnicity on consumer behavior, they concluded that members of Asian and Hispanic cultures are more “collectivist” in the way they emphasize the social self and connectedness to others. For this reason, they may be more susceptible to the effects of shared ethnicity in the marketplace.
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