Improving non-profit communication by analyzing immigrant settlement experiences through a customer journey lens within the Lethbridge area
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Date
2022
Authors
Boniol, Kathleen G.
University of Lethbridge. Dhillon School of Business
Journal Title
Journal ISSN
Volume Title
Publisher
Lethbridge, Alta. : University of Lethbridge, Dhillon School of Business
Abstract
This interpretive study examined the Lethbridge new immigrant experience through a customer journey lens. The research drew parallels with the customer journey to better understand the settlement process of immigrants in Lethbridge from start to finish. In this research, I intended to use a mixed methods approach, using in-depth interviews to shape a survey. However, due to several factors, a small data set was obtained during the survey, resulting in the study shifting focus on the results obtained during the in-depth interviews and additional interviews to enhance the rich data set. In total, I conducted 17 interviews. These interviews focused on the Latino and Filipino communities within the Lethbridge area. The interviews focused on their newcomer experience in the Lethbridge area, explicitly asking how they obtained resources during their first few years in the Lethbridge area. The interviews resulted in more understanding of the newcomer experience, highlighting barriers such as language and finance. In addition, I learned from the interviews that word-of-mouth communication is efficient when sharing information about available resources. The results of this research lead to marketing implications and a better understanding of communicating with the immigrant population within the Lethbridge area. Throughout this study, I worked closely with our non-profit partner, United Way of Lethbridge and Southwestern Alberta (UWLSWA).
Description
Keywords
customer journey , non-profit marketing , settlement , Lethbridge , newcomer experience , Immigrants--Services for--Alberta--Lethbridge--Marketing , Immigrants--Interviews--Alberta--Lethbridge , Marketing research , Social marketing , Nonprofit organizations--Alberta--Lethbridge--Marketing , Immigrants--Social networks--Alberta--Lethbridge , Dissertations, Academic