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A Multicultural Service Sensitivity Exercise For Marketing Students, Lauren Labrecque
A Multicultural Service Sensitivity Exercise For Marketing Students, Lauren Labrecque
Lauren Labrecque
Services marketing and retailing courses place service quality at the heart of the curriculum, painting service providers as defenders of their customers’ welfare and thwarters of service failures by ushering in recovery solutions. Yet academic literature and the popular press provide evidence that in some cases, service providers act as discriminatory agents toward their own customers. Likewise, other customers in the servicescape can negatively influence a customer’s service quality experience. This article attempts to address shortcomings in services marketing textbooks and classroom discussions by providing educators with a multicultural service sensitivity exercise that they can employ in undergraduate, graduate, and …