Compassionate customer service in ethnic minority microbusinesses

Muhibul Haq, Martin Johanson, Julie Davies, Léo-Paul Dana, Tribikram Budhathoki

Research output: Contribution to journalArticlepeer-review

17 Citations (Scopus)


Business researchers and policymakers frequently overlook ethnic minority microbusinesses. Yet, together with small and medium-sized organizations, microbusinesses drive both local and national economies. Combining social capital theory with the resource-based view and building upon 43 in-depth interviews, this study proposes a model of ‘compassionate customer service’. In ethnic minority microbusinesses, coethnic culturally sensitive customer service is an important strategic resource for sustainable success, which high street chains lack. A key challenge for ongoing business survival and success is to ensure that future ethnic minority generations sustain coethnic compassionate customer service.
Original languageEnglish
Pages (from-to)279-290
Number of pages12
JournalJournal of Business Research
Early online date13 Jan 2021
Publication statusPublished - 1 Mar 2021


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