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The Strathprints institutional repository is a digital archive of University of Strathclyde's Open Access research outputs. Strathprints provides access to thousands of Open Access research papers by University of Strathclyde researchers, including by researchers from the Department of Computer & Information Sciences involved in mathematically structured programming, similarity and metric search, computer security, software systems, combinatronics and digital health.

The Department also includes the iSchool Research Group, which performs leading research into socio-technical phenomena and topics such as information retrieval and information seeking behaviour.

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Disadvantaged consumers' experiences of marketplace discrimination in services: a conceptual model of antecedents and customer outcomes

Walsh, G. (2009) Disadvantaged consumers' experiences of marketplace discrimination in services: a conceptual model of antecedents and customer outcomes. Journal of Marketing Management, 25 (1-2). pp. 143-169. ISSN 0267-257X

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Abstract

Marketplace discrimination, which involves a differential treatment of customers in the marketplace based on perceived group-level traits, is common in service encounters. In the past, research has focused on discrimination experienced by members of ethnic minorities, however, not much is known about marketplace discrimination attributed to age, gender, physical ability and sexual orientation. The aim of this research is to develop a conceptual model that links perceived marketplace discrimination to individual-level and firm-level determinants as well as to customer outcomes. Drawing on Social Identification Theory, the antecedents-perceived discrimination link is examined. Based on a review of the literature, specific research propositions are developed. By applying insights from Fairness Theory and on the basis of 46 phenomenological interviews, the discrimination experienced by members of different disadvantaged groups and their response to perceived discrimination are explored. All participants claim to have experienced marketplace discrimination and many use subsequent coping strategies.