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Salesperson preference among Hispanic and Asian immigrants

Salesperson preference among Hispanic and Asian immigrants 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 from F ‐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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png American Journal of Business Emerald Publishing

Salesperson preference among Hispanic and Asian immigrants

American Journal of Business , Volume 26 (2): 11 – Oct 28, 2011

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1935-5181
DOI
10.1108/19355181111174507
Publisher site
See Article on Publisher Site

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 from F ‐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.

Journal

American Journal of BusinessEmerald Publishing

Published: Oct 28, 2011

Keywords: United States of America; Immigrants; Consumer behaviour; Women; Salesperson preference; Hispanics; Asians

References