دانلود رایگان مقاله لاتین استفاده از زبان در خدمات از سایت الزویر
عنوان فارسی مقاله:
چگونگی تاثیر انتزاع زبان بر متقاعد کردن ارجاع خدمات
عنوان انگلیسی مقاله:
Language use in services: Recent advances and directions for future research
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
2. Prior research Holmqvist and Grönroos
(2012) develop eleven propositions on how the language used by service providers might influence the customer. Several of these propositions have been tested empirically in the meantime, and new challenges have been proposed and tested. In this section, we provide an overview of how prior research on the topic developed. The choice by the service provider to use, or not use, the consumers' primary language may have far-reaching consequences for how consumers perceive the service interaction as well as the service provider (Van Vaerenbergh & Holmqvist, 2014). Extant marketing literature recognizes that services depend on interactions in which customers interact with firms (Grönroos, 1990; Surprenant & Solomon, 1987), and that these interactions strongly influences the service outcome as well as the customer's perceived service quality (Bitner, 1990; Grönroos, 2008). Despite this emphasis on the service interaction, there is relatively little research to date on how these interactions may change if the customer and the service personnel speak different languages (Holmqvist & Grönroos, 2012). The late emergence of the field of language use in services is all the more surprising as more than half the countries in the world are multilingual, and more than half the consumers in the world speak more than one language (Luna & Peracchio, 2001). The managerial implications of understanding language use in service contexts are far-reaching. The joint interaction with the customer is where the company can co-create value with its customers (Grönroos & Voima, 2013), rendering an understanding of this interaction of crucial importance for companies. However, the task of recruiting service personnel with required language competencies and running a multilingual workforce is an additional challenge for managers (Harzing & Pudelko, 2013; Piekkari, Welch, Welch, Peltonen, & Vesa, 2013).
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