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

Research paper by M.S. Balaji, Sanjit Kumar Roy; Walfried M. Lassar

Indexed on: 17 Jan '17Published on: 27 Dec '16Published in: Journal of business research


Publication date: March 2017 Source:Journal of Business Research, Volume 72 Author(s): M.S. Balaji, Sanjit Kumar Roy, Walfried M. Lassar 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.