Economic contact in service encounters between groups in protracted conflict

The study examines whether qualitative and quantitative characteristics of intercultural service encounters (ISEs) between majority customers and ethnic minority service providers are associated with better attitudes toward the entire minority group. The study was conducted in Israel through an online survey of 402 respondents. The study revealed that the customers derived pleasure from high perceived value of services and from taking advantage of a good deal. This pleasure, in turn, was positively related to attitudes toward the outgroup. High perceived value of service was associated with higher frequency of ISE that may be interpreted as repurchasing behavior. Overall, the total effect of perceived value of services between majority population and ethnic minority on attitudes toward this minority was significant and positive. Thus, economic beneficiality, which is a very important component of ISE, may contribute to improving relationships between groups in deep conflict.