For example, Tamil, or Punjabi.
National cultures have been found to affect the satisfaction formation process in many studies. However, most of the studies were conducted in countries having one dominant culture e.g. USA or European countries.
In a nation where there is no one dominant ethnic group, does ethnicity influence the satisfaction formation process?
Every ethnic has its own identity and culture, and based on the demand of each culture every group should be a different consumer than others, as their flag; it does not matter if it is their food, surrounding or their appearance.
Are you aware of any studies which have examined this? Which part of the satisfaction formation process does it affect: expectation, disconfirmation or any other variable?
You can look at studies like
1. Multi-culture consumer behaviour in the Abu Dhabi markets
2.Effect of Cultural Distance on Customer Service Satisfaction: A Theoretical Framework and Research Agenda
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