دانلود رایگان مقاله واگرایی زبان در مواجهه با سرویس بازخوانی تاثیر آن بر بازاریابی دهان به دهان

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.

5. Discussion, limitations, and future research

Replicating Van Vaerenbergh and Holmqvist (2014), this study demonstrates that language divergence has a negative impact on customer assessment of service interactions and relationship strength with the service provider. Particularly, customers perceive service interactions in their second language as less responsive, less informational, and less pleasant. Further, language divergence reduces customer trust in, satisfaction with, and commitment to service provider. Consequently, customers are less likely to engage in positive word-of-mouth about the service provider.