Customer Perceptions of Diversity in Health Services: How Other Customers’ Race Influences Customer Perceptions

Authors

Ayse Banu Elmadag, University of Southern MississippiFollow
Gallayanee Yaoyuneyong, University of Southern MississippiFollow
Brigitte W. Burgess, University of Southern MississippiFollow
Mehmet Okan, Artvin Coruh UniversityFollow

Publication Date

2022

Abstract

Using the Similarity Attraction perspective, this study examines racial diversity in health services. An initial review of the literature summarizes currently known findings related to the effects of Other Customers on Customer experiences in healthcare service settings. Two experimental studies, adopting Byrne and Nelson’s (1965) Similarity-Attraction perspective, test the effects of Customer-Other Customer Race (Black vs. White) interaction on Revisit Intentions and Customer Perceived Anxiety. Results indicate that Perceived Anxiety is not reduced by Customer-Other Customer race match (i.e., Black and Black, or White and White), though Other Customer Race (Black vs. White) drives Perceived Anxiety. Customer-Other Customer Race Match was also found to reduce Expected Satisfaction in high Service Failure cases.