HIDDEN DISCRIMINATION: A GROUNDED THEORY TO DESIGN CULTURALLY INCLUSIVE SERVICE ENCOUNTERS IN SERVICE ORGANIZATIONS

Few studies have been published about handling intercultural service-encounters. The limited prior publications have focused on satisfaction and dissatisfaction and have neglected the concept of inclusivity. This study reveals the sources of discriminatory services to customers who have limited English proficiency, focusing on those with limited English proficiency and presents components that can facilitate culturally inclusive service-encounters. A combination of lacking intercultural service policies and of language barriers lead to vulnerability amongst customers when receiving service. This study has determined that the necessary components for culturally inclusive service-encounters are: a) training and granting accessibility at the organizational level and b) patience and creating needs at the individual level. From the perspective of frontline employees, culturally inclusive service encounters require integration at both organizational and individual levels. Hospitality and tourism organizations are encouraged to train frontline employees on cultural differences and to embrace technologies that enable a realization of service value amongst customers with limited English proficiency.