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Perceived importance of native language use in service encounters

Jonas Holmqvist and Yves Van Vaerenbergh

The Service Industries Journal, 2013, vol. 33, issue 15-16, 1659-1671

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.

Date: 2013
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Citations: View citations in EconPapers (12)

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DOI: 10.1080/02642069.2011.638919

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The Service Industries Journal is currently edited by Eileen Bridges, Professor Domingo Ribeiro, Ronald Goldsmith, Barry Howcroft and Youjae Yi

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