¿Y Usted? Social influence effects on consumers' service language preferences

The phenomenon of consumer multilingualism requires service marketers to consider the impact of service language on service evaluations. While prior research shows that multilingual consumers prefer service in their native language, this research establishes the moderating role of social presence on the relationships between service language and service satisfaction. The current research demonstrates that minority and majority language speakers prefer service in the majority (vs. minority) language when their friend's native language is different from their own. This research also demonstrates the boundary conditions of this effect, including cultural symbolism and self-reward vs. other-directed consumption focus. These findings provide theoretical and managerial implications for service marketing.