From ethnic ties to marketing assets: strategies for developing customer relationships in migrant-owned microbusinesses

Purpose This study aims to investigate the strategies employed by migrant-owned microbusinesses (MOMBs) to enhance the mobilisability of their ethnic diaspora ties with co-ethnic customers in order to build long-term customer commitment. Design/methodology/approach We conducted a 15-month ethnographic study of MOMBs in the UK. Our study involved observations of 16 businesses and migrant online communities and interviews with owners and customers. This methodology allowed us to closely examine how these businesses initiate, nurture and maintain relationships with co-ethnic customers and to identify effective strategies. Findings Our research identifies six strategic components of MOMBs for transforming ethnic ties into marketing-oriented ties within the diaspora context. We show how their effectiveness depends on customers’ attitudes toward ethnic identity, the social context and the social location of both parties. Finally, we outline how these ties uniquely contribute to customer commitment. Originality/value By developing an ethnicity-informed commitment framework based on ethnic studies and relationship management literature, we unravel (1) The strategies for transforming ethnic ties into marketing-oriented ethnic ties within the diaspora context and (2) The mechanisms through which ethnic ties contribute to customers’ long-term affective, continuance and normative commitment.