Abstract
This paper presents the first stage of the results of a study on the ethnic influence on service expectations. The study explores the difference in importance of various service expectations between service customers of different ethnic backgrounds, in particular of Canadian and Chinese customers. Through a variety of statistical analyses, significant variables influencing service expectations were identified. The results of this comparative analysis indicate that there is a difference in customer expectations based on ethnicity. Further, service firms can capitalize on these differences to enhance their service offerings and increase customer satisfaction.
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