The influence of customer race on perceived discrimination, anger and coping strategies following subtle degradation of restaurant service

Abstract

Purpose The purpose of this study is to examine how customer race (Black vs White) influences the extent to which customers attribute an ambiguous service failure (i.e. subtle degradation of service) to discrimination and how perceived discrimination relates to customer anger and on-site coping behaviors (vindictive complaining, problem-solving complaining and avoidance). This study further investigated how customer race affects the strength of relationships among perceived discrimination, anger and these three coping behaviors. Design/methodology/approach This study used a video-based simulation in which participants watched a subtle service failure from the customer’s viewpoint before completing a survey. A total of 421 participants – 210 Blacks and 211 Whites – were recruited through Qualtrics. Multigroup structural equation modeling (SEM) analysis was used to test hypotheses. Findings Compared with White customers, Black customers were more likely to attribute a service failure to discrimination and exhibited a stronger relationship between perceived discrimination and anger. In addition, increasing anger in White customers tended to lead to more active coping strategies (i.e. vindictive complaining, problem-solving complaining). For Black customers, increasing anger tended to lead to vindictive complaining at a similar level to White customers. However, the impact of anger on problem-solving complaining – known to be a more beneficial coping strategy – was stronger among White customers than among Black customers. Practical implications This study advances hospitality practitioners’ understanding of how customers respond on-site to a service failure that can be interpreted as discrimination. The varying effects of race on customer-coping behavior are also identified. In addition, this study offers practical advice to develop organizational strategies to dissuade customers from attributing service failure to discrimination and to respond effectively to customer-coping behaviors. Originality/value Complementing and extending past research documenting the prevalence and causes of racial discrimination in service settings, the present study advances prior work by developing and testing a comprehensive structural model linking race with coping responses via perceived discrimination and anger, and by exploring how race affects the strength of relationships among perceived discrimination, anger and coping strategies.

Leveraging data analytics to understand the relationship between restaurants’ safety violations and COVID-19 transmission

“…( Adeinat, 2019 , Bakker et al, 2014 , Bufquin et al, 2017 , CDC, 2020 , Choi et al, 2016 , Guidry et al, 2019 , Guilford et al, 2017 , Hu, 2019 , Jang and Namkung, 2009 , Kapoor and Singhal, 2017 , Luo and Mattila, 2020 , Magnini and Zehrer, 2021 , Min and Joireman, 2021 , Namkung and Jang, 2007 , Namkung et al, 2011 , Park et al, 2020 , Schaller, 2006 , Schaller, 2011 , Stevens et al, 1995 , Tsai et al, 2009 )…”

Does social class matter in recovering self-service technology failures?

“…Previous studies suggested that customers’ attribution of blame to external sources (e.g. employees) arouses anger, which leads to negative customer response in the end (Byun and Jang, 2018; Min and Joireman, 2021). Although a great deal of attention has been paid to the importance of attribution of blame in-service failure literature, its relation to SST service failures remains largely unknown.…”

“…Although a great deal of attention has been paid to the importance of attribution of blame in-service failure literature, its relation to SST service failures remains largely unknown. Moreover, previous studies on the attribution of blame in the traditional service failure literature generally focused on situational factors (Byun and Jang, 2018; Min and Joireman, 2021) rather than customers’ individual factors. By showing the differences in customers’ tendency to blame SST based on subjective social class, this study provides evidence of subjective social class differences in attribution of SST during the process of service failure and recovery.…”

How does discrimination occur in hospitality and tourism services, and what shall we do? A critical literature review

“…In addition, behavioural guidelines should be implemented to minimize any misunderstanding of failed services and the likelihood of perceptions of discriminatory services (Min and Joireman, 2021). Many articles have shown evidence of customer discrimination towards service providers in both digital and traditional H&T services (Gold, 2019;Huang and Kwok, 2021).…”

“…This practical guideline informs and assists industrial practitioners in eliminating biases and reducing attributions of discrimination. The guideline follows the concept that "prevention is better that cure" (Min and Joireman, 2021). For example, selection techniques (e.g.…”