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Institute
- Institut für Management (116) (remove)
Despite their importance to the permanent success of service firms, the construct of perceived customer discrimination and its impact on the customer so far has received relatively little attention in business and management research. Existing studies, mostly social science studies from the United States, show the existence of discrimination in different service contexts. Nevertheless, the existing literature shows some gaps that require further research. So far primarily qualitative and case-based studies about customer discrimination exist which hinder the generalization of the findings. Moreover, although such studies give insight into the origin and the perception of discrimination from the customers" perspective, they provide no useful means to the management of service firms to verify the existence of discrimination in the customer contact of their own company. A research gap exists mainly with regard to the measurement of perceived customer discrimination and the investigation of its consequences. The aim of this thesis is to develop and validate a multi-item scale for measuring perceived customer discrimination. Firstly, this thesis develops a literature-based understanding of perceived customer discrimination, assuming a three-dimensional conceptualization of the construct. Based upon this three-dimensional conceptualization in a first study, an instrument for measuring perceived customer discrimination with the dimensions "overt discrimination", "discriminatory level of service" and "subtle discrimination" is being developed using qualitative and quantitative methods. Based on this three-dimensional conceptualization of perceived customer discrimination hypotheses are formulated and empirically tested supporting the nomological validity of the scale (study 1). Subsequently, the predictive validity of the scale is examined with a further sample and a known groups validity is conducted (study 2). To reconfirm the three-dimensionality and the nomological validity of the scale, dyads of service employees and customers are being surveyed in a further study via a questionnaire (study 3). Managerial and research-related implications of the results are discussed.