دانلود رایگان مقاله لاتین اثر بازخوانی و واگرایی زبان از سایت الزویر
عنوان فارسی مقاله:
واگرایی زبان در مواجهه با سرویس: بازخوانی تاثیر آن بر بازاریابی دهان به دهان
عنوان انگلیسی مقاله:
Language divergence in service encounters: Revisiting its influence on word-of-mouth
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
2. Relationship between language divergence, interaction quality, relationship quality and word-of-mouth
Communication accommodation theory (Giles, Coupland, & Coupland, 1991), formerly speech accommodation theory, seeks to explain speakers' motivation to adjust their communicative styles during an interaction, as well as the social cognitive process by which others in the interaction perceive, evaluate, and respond to these communicative adjustments. Extant literature suggests that communication accommodation takes a number of forms in a variety of contexts. In multilingual countries, language adjustments are vital for communication efficacy. When language accommodations are felt to be inadequate, the interacting partner may evaluate the speaker as indifferent and assess the interaction as incomplete and dissatisfying. Prior research shows that language accommodation contributes to effective information sharing while non-accommodation can increase communication anxiety. Furthermore, customers may perceive communication in their native language as more emotional and responsive than communication in a second language. Language accommodation engages exchange partners and promotes participation in the interaction process. More importantly, by increasing perceived similarity, language accommodation leads to a favorable evaluation of the service provider (Byrne & Griffitt, 1969). Furthermore, language accommodation increases trust, satisfaction, and commitment towards the service provider, leading to the development of successful customer-firm relationships (Imamura et al., 2011). In such cases, customers participate in activities such as referral and recommendation for the service provider (Verma, Sharma, & Sheth, 2015). In contrast, language divergence may reduce customers' interactions with the service provider, which may have an adverse effect on their relationship with the service provider and word-of-mouth intentions. Based on the above considerations, this study examines the direct effects of language divergence on responsiveness, information quality, empathy, and relationship quality. Furthermore, this study examines the mediating role of these factors in language divergence's effect on word-of-mouth intentions.
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کلمات کلیدی:
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