Customer Satisfaction: An Analysis of Ethnicity's Impact on American Business




Bergamasco, Anthony

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The United States is known as the melting pot of the world. Ethnicity has become a growing concern in terms of business. How do customer perceptions change when the ethnicity of the person serving them is different from their own? The purpose of this thesis is to analyze the customer service experience, and determine what role ethnicity plays in the function of customer service and customer retention. Furthermore, the presence of large enclaves of immigrant communities plays a role in what services are offered, and specifically, the training necessary to provide positive customer service experiences to this growing diverse consumer base. In order to gain the in-depth knowledge required for the thesis, a case study methodology will be utilized. Interviews with hiring managers in the retail and service industries will be conducted. A series of surveys will also be collected from the student population of Texas State University in San Marcos, Texas in order to predict what the future consumer base will expect. These results will be used to examine what companies must do to meet their customers’ needs, wants, and economic demands. The results of this survey will be used to understand any discrepancies that may exist between customers and employees of differing backgrounds. This case study is meant to gain an understanding of what the implications are of enhancing customer service training and better prepare companies for future demographic changes.



customer service, ethnicity, consumer protection, employers, employees, Honors College


Bergamasco, A. J. (2015). Customer satisfaction: An analysis of ethnicity's impact on American business (Unpublished thesis). Texas State University, San Marcos, Texas.


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