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Compassionate customer service in ethnic minority microbusinesses

Muhibul, Haq and Martin, Johanson and Julie, Davies and Léo-Paul, Dana and Tribikram, Budhathoki and Davies, Julie (2020) Compassionate customer service in ethnic minority microbusinesses. Journal of Business Research. ISSN 0148-2963 (In Press)

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Abstract

Business researchers and policymakers frequently overlook ethnic minority microbusinesses. Yet, together with small and medium-sized organizations, microbusinesses drive both local and national economies. Combining social capital theory with the resource-based view and building upon 43 in-depth interviews, this study proposes a model of ‘compassionate customer service’. In ethnic minority microbusinesses, coethnic culturally sensitive customer service is an important strategic resource for sustainable success, which high street chains lack. A key challenge for ongoing business survival and success is to ensure that future ethnic minority generations sustain coethnic compassionate customer service.

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