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The Role of Perceived Demographic Dissimilarity and Interaction in Customer-Service Satisfaction


  • 1This research was funded through a research contract with the Westside Tennis Club, Houston, TX.


The purpose of the current study was to examine the influence of perceived demographic dissimilarity and interaction on customer-service satisfaction. Data were collected from 301 spectators at a professional men's tennis tournament. Results indicate that perceived demographic dissimilarity was negatively associated with customer service satisfaction. Further, this relationship was moderated by the amount of interaction between the employee and customer, such that the negative relationship was strongest when interaction was high. Results are discussed in terms of the theoretical implications related to relational demography and practical implications in terms of the “business case” for diversity.