Multicultural markets and acculturation: implications for service firms

<jats:sec><jats:title content-type="abstract-heading">Purpose</jats:title><jats:p>– The purpose is to construct an analytical framework that encapsulates implications for the marketing offering of service firms as a result of observed intra-national ethnic diversity in these firms' markets of operation.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-heading">Design/methodology/approach</jats:title><jats:p>– This is a conceptual approach which promotes the idea that acculturation matters for service firms operating in multicultural markets and adopts relevant propositions related to service firms' strategy in such markets.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-heading">Findings</jats:title><jats:p>– Integrating fragmented insights from consumer behaviour and multicultural marketing, the study suggests that the various interactions and contacts between ethnic groups in a multicultural country can generate acculturation outcomes that lend themselves to novel avenues for empirical research. These avenues move beyond a research focus on the presence of ethnic groups as stand-alone entities of intra-ethnic uniformity.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-heading">Practical implications</jats:title><jats:p>– Firms with a broader market horizon in a multicultural market can employ acculturation in their marketing strategy since an exclusive focus on ethnicity as a basis of segmenting the market reveals shortcomings. Otherwise, a myopic approach that ignores cross-ethnic interactions may lead to bypassing opportunities for more considerate market responses by a service firm.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-heading">Originality/value</jats:title><jats:p>– To the best of the authors' knowledge, this is the only acculturation study in a services context that offers an analytical framework and propositions that can be used as a guide for multicultural, services marketing researchers and practitioners that see the market in a holistic fashion.</jats:p></jats:sec>