Racial Discrimination in Customer Service: a Field Experiment

A national field experiment involving 6,000 hotels investigated discrimination in customer service. We emailed hotels from one of twelve fictitious email accounts (varying race, gender, and education) asking for local restaurant recommendations. Hotel representatives’ email responses revealed racial discrimination along three dimensions of service quality: responsiveness, helpfulness, and rapport.


Alexandra Feldberg and Tami Kim (2020) ,"Racial Discrimination in Customer Service: a Field Experiment", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1170-1174.


Alexandra Feldberg, Harvard Business School, USA
Tami Kim, University of Virginia, USA


NA - Advances in Consumer Research Volume 48 | 2020

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