PurposeThis paper aims to develop an understanding of key variables for designing and marketing healthcare services for immigrant consumers – widely considered a vulnerable consumer group.Design/methodology/approachData collected from 277 participants was analyzed using ANOVA models and mean score comparisons.FindingsDifferences based on immigrant status and acculturation level are identified. Differences between immigrant acculturation levels based on service quality dimensions are also revealed.Research implicationsThis research indicates that acculturation-based studies are insightful and finds that immigrants’ service responses do not mirror those of native respondents in healthcare services.Practical and social implicationsThis research highlights key nuances within immigrant populations that hold significant implications for service providers. Culturally appropriate service design and marketing can enhance service utilization by the target population.Originality/valueThis study focuses on the healthcare service experiences of immigrant populations and application of this information to service design.
Journal of Services Marketing – Emerald Publishing
Published: Jul 10, 2017