Improving non-profit communication by analyzing immigrant settlement experiences through a customer journey lens within the Lethbridge area

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dc.contributor.authorBoniol, Kathleen G.
dc.contributor.authorUniversity of Lethbridge. Dhillon School of Business
dc.contributor.supervisorBasil, Debra
dc.date.accessioned2023-04-13T19:58:32Z
dc.date.available2023-04-13T19:58:32Z
dc.date.issued2022
dc.degree.levelMastersen_US
dc.description.abstractThis 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).en_US
dc.description.sponsorshipSocial Science and Humanities Research Council of Canadaen_US
dc.identifier.urihttps://hdl.handle.net/10133/6463
dc.language.isoen_USen_US
dc.proquest.subject0338en_US
dc.proquestyesYesen_US
dc.publisherLethbridge, Alta. : University of Lethbridge, Dhillon School of Business
dc.publisher.facultyDhillon School of Businessen_US
dc.relation.ispartofseriesThesis (University of Lethbridge. Dhillon School of Business)
dc.subjectcustomer journey
dc.subjectnon-profit marketing
dc.subjectsettlement
dc.subjectLethbridge
dc.subjectnewcomer experience
dc.subjectImmigrants--Services for--Alberta--Lethbridge--Marketing
dc.subjectImmigrants--Interviews--Alberta--Lethbridge
dc.subjectMarketing research
dc.subjectSocial marketing
dc.subjectNonprofit organizations--Alberta--Lethbridge--Marketing
dc.subjectImmigrants--Social networks--Alberta--Lethbridge
dc.subjectDissertations, Academic
dc.titleImproving non-profit communication by analyzing immigrant settlement experiences through a customer journey lens within the Lethbridge areaen_US
dc.typeThesisen_US
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