We treat them like family: Dimensions of Compassionate Customer Service

Haq, Muhibul ORCID: https://orcid.org/0000-0002-6281-5999 and Davies, J. ORCID: https://orcid.org/0000-0002-6875-3100 (2019) We treat them like family: Dimensions of Compassionate Customer Service. Academy of Management Proceedings, 2019 (1). ISSN 0065-0668; (online): 2151-6561

Abstract

Traditional in-store service–customer loyalty relationships have fragmented in the gig economy with growing contingent and disengaged labour and cashier-less and mobile/online retail. This study investigates the effects of face-to-face compassionate customer service (CCS) in ethnic minority small retailers (EMSRs). Our analysis of 43 semi-structured interviews in South Asian regional SMEs in England shows how shared ethnic culture and family value systems blur boundaries between commercial and social interactions. We offer a theoretical framework for future research on ethnic minority small enterprises (EMSEs) based on five dimensions: a customer-conscious approach, empathy, patience, allowing the customer to make the buying decision, and dealing with difficult situations/customers amicably. We discuss policy and practice implications for managing small businesses and customer relationships to create a potential source of sustained competitive advantage within a challenging retail environment amidst debates about the social and economic integration of immigrants and ‘the other’.<br/>

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