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Is Business Mistreating America's Model Minority?
Author(s) -
Gilbert G. Ronald
Publication year - 2003
Publication title -
journal of applied social psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.822
H-Index - 111
eISSN - 1559-1816
pISSN - 0021-9029
DOI - 10.1111/j.1559-1816.2003.tb01964.x
Subject(s) - service (business) , asian americans , marketing , psychology , social psychology , food service , business , public relations , demographic economics , political science , economics , ethnic group , law
Business institutions are expected to treat customers of diverse backgrounds without bias. This study explores the relative satisfaction of Asians following service episodes at fast food establishments in the United States as compared to non‐Asians. The study findings indicate Asians are less satisfied with both the personal service and the service settings in which fast food is provided them. The causes for the differences identified remain unclear. The results may bring to light a need to place greater emphasis on enabling businesses to become more culturally competent in terms of this growing minority group within the United States.