When Intercultural Accommodation Can Hurt Purchase Intent

In an article published in the Journal of Services Marketing, Sarah Mady and coauthors explore the effects of intercultural accommodation on service quality perceptions among ethinic minority consumers. The group worked with 377 Hispanic participants to determine whether the language and ethnicity of a service provider had an influence on purchase intent. They found multiple variables and, ultimately, provide organizations with guidance as to the “receptivity of intercultural accommodation efforts” and how recruitment may be optimized for a more effective service team.