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Perceived importance of native language use in service encounters

Author

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  • Jonas Holmqvist
  • Yves Van Vaerenbergh

Abstract

Despite the importance of interactions in services, the role language plays in services is an under-researched field. This paper outlines for which services language is especially important. Consistent across studies in three countries (Belgium, Canada and Finland), the findings suggest that bilingual consumers find it particularly important to be served in their native language in high-involvement services. Moreover, for high-involvement services, all consumers find it important to be served in their native language. For low-involvement services, elderly consumers are less willing to switch language than young consumers. The importance of native language use did not differ between males and females.

Suggested Citation

  • 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.
    • Handle: RePEc:taf:servic:v:33:y:2013:i:15-16:p:1659-1671
    DOI: 10.1080/02642069.2011.638919
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    Citations

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    Cited by:

    1. Alvarez, Cecilia M.O. & Taylor, Kimberly A. & Gomez, Carolina, 2017. "The effects of Hispanic bilinguals language use and stereotype activation on negotiations outcomes," Journal of Business Research, Elsevier, vol. 72(C), pages 158-167.
    2. 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.
    3. Van Vaerenbergh, Yves & Holmqvist, Jonas, 2014. "Examining the relationship between language divergence and word-of-mouth intentions," Journal of Business Research, Elsevier, vol. 67(8), pages 1601-1608.
    4. David A. English, 2015. "Small and medium sized enterprise marketing to foreign consumers in Seoul, South Korea," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 3(2), pages 112-129, October.
    5. Azab, Carol & Clark, Terry, 2017. "Speak my language or look like me? – Language and ethnicity in bilingual customer service recovery," Journal of Business Research, Elsevier, vol. 72(C), pages 57-68.
    6. Holmqvist, Jonas & Van Vaerenbergh, Yves & Lunardo, Renaud & Dahlén, Micael, 2019. "The Language Backfire Effect: How Frontline Employees Decrease Customer Satisfaction through Language Use," Journal of Retailing, Elsevier, vol. 95(2), pages 115-129.
    7. Golesorkhi, Sougand & Mersland, Roy & Piekkari, Rebecca & Pishchulov, Grigory & Randøy, Trond, 2019. "The effect of language use on the financial performance of microfinance banks: Evidence from cross-border activities in 74 countries," Journal of World Business, Elsevier, vol. 54(3), pages 213-229.
    8. Kraak, Johannes Marcelus & Holmqvist, Jonas, 2017. "The authentic service employee: Service employees' language use for authentic service experiences," Journal of Business Research, Elsevier, vol. 72(C), pages 199-209.
    9. Theys, Tobias & Adriaenssens, Stef & Verhaest, Dieter & Deschacht, Nick & Rousseau, Sandra, 2020. "Disentangling language from ethnic preferences in the recruitment of domestic workers: A discrete choice experiment," Journal of Business Research, Elsevier, vol. 117(C), pages 144-151.
    10. Bell, Monique L. & Puzakova, Marina, 2017. "¿Y Usted? Social influence effects on consumers' service language preferences," Journal of Business Research, Elsevier, vol. 72(C), pages 168-177.
    11. Weijters, Bert & Baumgartner, Hans & Geuens, Maggie, 2016. "The calibrated sigma method: An efficient remedy for between-group differences in response category use on Likert scales," International Journal of Research in Marketing, Elsevier, vol. 33(4), pages 944-960.
    12. Touchstone, Ellen E. & Koslow, Scott & Shamdasani, Prem N. & D'Alessandro, Steven, 2017. "The linguistic servicescape: Speaking their language may not be enough," Journal of Business Research, Elsevier, vol. 72(C), pages 147-157.

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