IDEAS home Printed from https://ideas.repec.org/a/mig/tmjrnl/v5y2017i1p45-69.html
   My bibliography  Save this article

Language Preferences of Foreign Consumers in High and Low Involvement Service Encounters

Author

Listed:
  • David A. English

    (Gacheon University, Korea)

Abstract

This mixed method research was conducted to determine whether differences in the preference of language among foreign consumers in South Korea existed between low-involvement service encounters and high-involvement service encounters. A questionnaire was completed by 161 participants for this qualitative study. The findings indicated that all of the service encounters fell into either a high- or low-involvement in line with previous studies except for procuring a loan from a bank, which was a medium-level service encounter. In-depth interviews were conducted with 12 foreign teachers in South Korea from the pool of quantitative participants. The qualitative study results indicated that foreign consumers were willing to use Korean in a low-involvement service encounter; foreign consumers in a high-involvement service encounter preferred to speak English; overall, foreign consumers preferred to use Korean over their native language; the level of Korean the foreign consumer spoke affected whether they were willing to use the language; the offer of a 10% discount would not be large enough for foreign consumers to speak Korean; and foreign consumers stated they were not willing to pay a premium for a service in English. Recommendation from the study included foreigners learning the language, for foreigners to use Korean during service encounters, and lastly, for service providers to offer more services in English.

Suggested Citation

  • David A. English, 2017. "Language Preferences of Foreign Consumers in High and Low Involvement Service Encounters," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 5(1), pages 45-69, May.
  • Handle: RePEc:mig:tmjrnl:v:5:y:2017:i:1:p:45-69
    as

    Download full text from publisher

    File URL: https://journals.tplondon.com/index.php/tmj/article/view/387/380
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Jonas Holmqvist & Yves Van Vaerenbergh, 2013. "Perceived importance of native language use in service encounters," The Service Industries Journal, Taylor & Francis Journals, vol. 33(15-16), pages 1659-1671, December.
    2. Kim, Jaehoon & Kim, Sangsin, 2015. "2012년 국회법 개정의 효과 연구 [A Study on the Effect of the 2012 National Assembly Act Amendment]," KDI Research Monographs, Korea Development Institute (KDI), volume 127, number v:2015-03(k):y:2015:p:1-1.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Bomi Nomlala, 2021. "Financial Socialisation of Accounting Students in South Africa," International Journal of Finance & Banking Studies, Center for the Strategic Studies in Business and Finance, vol. 10(2), pages 01-15, April.
    2. Jonathan Knuckey & Myunghee Kim, 2020. "The Politics of White Racial Identity and Vote Choice in the 2018 Midterm Elections," Social Science Quarterly, Southwestern Social Science Association, vol. 101(4), pages 1584-1599, July.
    3. Min Kwan Baek & Young Saing Kim & Eun Young Kim & Ae Jin Kim & Won-Jun Choi, 2016. "Health-Related Quality of Life in Korean Adults with Hearing Impairment: The Korea National Health and Nutrition Examination Survey 2010 to 2012," PLOS ONE, Public Library of Science, vol. 11(10), pages 1-10, October.
    4. Nicole A. Cunningham, 2015. "Photothermal Therapy as an Alternative Treatment for the Clinical Management of Cancer," International Journal of Sciences, Office ijSciences, vol. 4(11), pages 30-32, November.
    5. Niki Koutrou & Athanasios (Sakis) Pappous & Anna Johnson, 2016. "Post-Event Volunteering Legacy: Did the London 2012 Games Induce a Sustainable Volunteer Engagement?," Sustainability, MDPI, vol. 8(12), pages 1-12, November.
    6. Raghda Abulsaoud Ahmed Younis, 2021. "Cognitive Diversity and Creativity: The Moderating Effect of Collaborative Climate," International Journal of Business and Management, Canadian Center of Science and Education, vol. 14(1), pages 159-159, July.
    7. Walid EL-Ansari & Christiane Stock, 2016. "Gender Differences in Self-Rated Health among University Students in England, Wales and Northern Ireland: Do Confounding Variables Matter?," Global Journal of Health Science, Canadian Center of Science and Education, vol. 8(11), pages 168-168, November.
    8. Obi K. Echendu & Imyhamy M. Dharmadasa, 2015. "Graded-Bandgap Solar Cells Using All-Electrodeposited ZnS, CdS and CdTe Thin-Films," Energies, MDPI, vol. 8(5), pages 1-20, May.
    9. Martin Gassebner & Jerg Gutmann & Stefan Voigt, 2016. "When to expect a coup d’état? An extreme bounds analysis of coup determinants," Public Choice, Springer, vol. 169(3), pages 293-313, December.
    10. Alessandro Pollini & Alessandro Caforio, 2021. "Participation and Iterative Experiments: Designing Alternative Futures with Migrants and Service Providers," Social Sciences, MDPI, vol. 10(10), pages 1-13, September.
    11. Adam Zaremba & Jacob Koby Shemer, 2018. "Price-Based Investment Strategies," Springer Books, Springer, number 978-3-319-91530-2, September.
    12. Giuseppe A Zito & Roland Wiest & Selma Aybek, 2020. "Neural correlates of sense of agency in motor control: A neuroimaging meta-analysis," PLOS ONE, Public Library of Science, vol. 15(6), pages 1-17, June.
    13. Young Bum Kim & Seung Hee Lee, 2022. "Gender Differences in Correlates of Loneliness among Community-Dwelling Older Koreans," IJERPH, MDPI, vol. 19(12), pages 1-11, June.
    14. Cabrera-Sánchez, Juan-Pedro & Villarejo-Ramos, Ángel F., 2019. "Fatores que afetam a adoção de análises de Big Data em empresas," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 59(6), December.
    15. Niki Koutrou, 2018. "The Impact of the 2010 Women’s Rugby World Cup on Sustained Volunteering in the Rugby Community," Sustainability, MDPI, vol. 10(4), pages 1-20, March.
    16. Liu, Zhuoshi & Vangelista, Elisabetta & Kaminska, Iryna & Relleen, Jon, 2015. "The informational content of market-based measures of inflation expectations derived from govenment bonds and inflation swaps in the United Kingdom," Bank of England working papers 551, Bank of England.
    17. Hye Won Park & Yong-Sung Choi & Kyo Sun Kim & Soo-Nyung Kim, 2015. "Chorioamnionitis and Patent Ductus Arteriosus: A Systematic Review and Meta-Analysis," PLOS ONE, Public Library of Science, vol. 10(9), pages 1-14, September.
    18. Hsiao‐Mei Chen & Ching‐Min Chen, 2017. "A Chinese version of the Patient Continuity of Care Questionnaire: reliability and validity assessment," Journal of Clinical Nursing, John Wiley & Sons, vol. 26(9-10), pages 1338-1350, May.
    19. Seo-Hee Park & Byung-Jin Park & Dong-Hyuk Jung & Yu-Jin Kwon, 2019. "Association between Household Food Insecurity and Asthma in Korean Adults," IJERPH, MDPI, vol. 16(12), pages 1-11, June.
    20. Sérgio Migowski & Iuri Gavronski & Cláudia Libânio & Eliana Migowski & Francisco Duarte, 2019. "Efficiency Losses in Healthcare Organizations Caused by Lack of Interpersonal Relationships," RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração, vol. 23(2), pages 207-227.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:mig:tmjrnl:v:5:y:2017:i:1:p:45-69. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Oxbridge Publishing House (email available below). General contact details of provider: https://www.transnationalmarket.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.