Article ID Journal Published Year Pages File Type
1017617 Journal of Business Research 2014 8 Pages PDF
Abstract

More than half of the countries in the world are multilingual, and more than half the world's consumers speak more than one language. Thus, bilingual consumers often receive services provided in a second or nonnative language. This article examines these consumers' word-of-mouth intentions after a service provision in a second language. Two studies show that consumers served in a second language are less likely to spread positive word of mouth. The results also reveal a negative halo effect, such that consumers served in a second language perceive the service provider as less responsive in general. Furthermore, the service provider's perceived responsiveness appears far more important for determining positive word-of-mouth intentions than other factors, such as service reliability. This study therefore contributes to the fields of service and sociolinguistics, with important implications for managers as well.

Related Topics
Social Sciences and Humanities Business, Management and Accounting Business and International Management
Authors
, ,