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Immigrants Versus Nationals: When an Intercultural Service Encounter Failure Turns to Verbal Confrontation

Author

Listed:
  • Guillaume D. Johnson

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Yuvay J. Meyers
  • Jerome D. Williams

    (Rutgers Business School–Newark and New Brunswick)

Abstract

As diversity in the marketplace increases through immigration, examples of intolerance, confrontation, and even violence by nationals toward immigrant small business owners have begun to appear in popular press worldwide. This study examines how a simple and potentially unintended service encounter failure can evolve into a verbal confrontation that is outside the realm of acceptable marketplace interaction, to recommend ways to protect immigrant shopkeepers and their pursuit of entrepreneurial success as business owners. The results of two experiments in South Africa and the United States highlight that intercultural service encounter failure may put the shopkeeper at risk, as consumers' reactions depend on the perceived level of similarity and anger, as well as the context. The findings suggest ways for policy makers to address the issues beyond the obvious repressive tools (i.e., training for [immigrant] shopkeepers in the management of consumers' anger and a public campaign promoting diversity in the small business community).

Suggested Citation

  • Guillaume D. Johnson & Yuvay J. Meyers & Jerome D. Williams, 2013. "Immigrants Versus Nationals: When an Intercultural Service Encounter Failure Turns to Verbal Confrontation," Post-Print hal-01655216, HAL.
    • Handle: RePEc:hal:journl:hal-01655216
    DOI: 10.1509/jppm.12.038
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    Cited by:

    1. Beatriz DeQuero‐Navarro & Karine Aoun Barakat & Clifford J. Shultz & Rafael A. Araque‐Padilla & María Jose Montero‐Simó, 2022. "Consumer animosity and perceived cultural distance: Toward mutual well‐being for refugees and host countries," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(4), pages 1496-1524, December.
    2. Gutiérrez, Angélica S. & Saint Clair, Julian K., 2018. "Do organizations' diversity signals threaten members of the majority group? The case of employee professional networks," Journal of Business Research, Elsevier, vol. 89(C), pages 110-120.
    3. Galalae, Cristina & Kipnis, Eva & Demangeot, Catherine, 2020. "Reassessing positive dispositions for the consumption of products and services with different cultural meanings: A motivational perspective," Journal of Business Research, Elsevier, vol. 115(C), pages 160-173.

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