Language divergence in service encounters: Revisiting its influence on word-of-mouth

M. S. Balaji, Sanjit Kumar Roy, Walfried M. Lassar

Research output: Contribution to journalArticle

17 Citations (Scopus)

Abstract

Research on language accommodation highlights the significance of accommodating customers' language requirements during service encounters. This replication study reinvestigates whether language divergence influences word-of-mouth intentions in a continuously-provided service of retail banking. Specifically, this study examines the relationships among language divergence, interaction quality, relationship quality, and positive word-of-mouth intentions. Consistent with previous research, study findings show that customers served in their second language perceive interactions with a service provider to be less responsive, adversely affecting positive word-of-mouth intentions. Additionally, language divergence has a negative influence on customer perception of information quality and empathy with a service provider, which affects the quality of the relationship customers have with the service provider. These results extend the understanding of the process by which language divergence affects positive word-of-mouth intentions.

Original languageEnglish
Pages (from-to)210-213
Number of pages4
JournalJournal of Business Research
Volume72
DOIs
Publication statusPublished - 1 Mar 2017

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