Language divergence in service encounters: Revisiting its influence on word-of-mouth |
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| Institution: | 1. Marketing Area, Nottingham University Business School, China;2. Marketing, UWA Business School, The University of Western Australia, Australia;3. Marketing Department, Ryder Center for Supply Chain Management, College of Business Administration, Florida International University, USA;1. UWA Business School, The University of Western Australia (M263), 35 Stirling Highway, Crawley, Perth 6009, Australia;2. Nottingham University Business School, University of Nottingham Ningbo China, 199, Taikang East Road, Ningbo 315100, China;3. Department of Marketing, The University of Western Australia (M263), 35 Stirling Highway, Crawley, Perth 6009, Australia;4. Alvah H. Chapman, Jr. Graduate School of Business, College of Business Administration, Florida International University, 11200 SW 8th Street, CBC201, Miami, FL 33199, USA;5. Bond Business School, Bond University, QLD 4229, Australia;1. Div. of Marketing & International Business, College of Business (Nanyang Business School), Nanyang Technological University, S3-B2B-46, 50 Nanyang Avenue, Singapore 639798;2. Department of Marketing, Aalto University (School of Business), Runeberginkatu 14-16, 00100 Helsinki, Finland;3. Kedge Business School, France;1. Mississippi State University, Department of Marketing, Quantitative Analysis and Business Law, College of Business and Industry, P.O. Box 9582, Mississippi State, MS 39762, United States;2. Cameron School of Business, University of North Carolina – Wilmington, Wilmington, NC 24803, United States;3. University of Alabama Birmingham, Collat School of Business, Birmingham, AL 35294, United States;4. Cameron School of Business, University of North Carolina – Wilmington, Wilmington, NC 24803, United States |
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| 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. |
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