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A Multicultural Service Sensitivity Exercise for Marketing Students
Journal of Marketing Education (2013)
  • Lauren Labrecque, Loyola University Chicago
Services marketing and retailing courses place service quality at the heart of the curriculum, painting service providers as defenders of their customers’ welfare and thwarters of service failures by ushering in recovery solutions. Yet academic literature and the popular press provide evidence that in some cases, service providers act as discriminatory agents toward their own customers. Likewise, other customers in the servicescape can negatively influence a customer’s service quality experience. This article attempts to address shortcomings in services marketing textbooks and classroom discussions by providing educators with a multicultural service sensitivity exercise that they can employ in undergraduate, graduate, and executive MBA courses. The article offers educators an easy-to-implement, active learning exercise that shows students how many consumers fail to obtain quality service in the marketplace. The goal of the exercise is to help students develop an appreciation for diversity and understand how to manage a service setting so that all customers receive optimal service quality.
  • multicultural education,
  • transformative learning,
  • multicultural sensitivity,
  • business ethics education,
  • teaching services marketing
Publication Date
April, 2013
Citation Information
Lauren Labrecque. "A Multicultural Service Sensitivity Exercise for Marketing Students" Journal of Marketing Education Vol. 35 Iss. 1 (2013) p. 5 - 17
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