دانلود رایگان مقاله لاتین زبان در بازیابی خدمات از سایت الزویر
عنوان فارسی مقاله:
به زبان من صحبت کن یا شبیه به زبان من- زبان و قومیت در بازیابی خدمات دو زبانه برای مشتری
عنوان انگلیسی مقاله:
Speak my language or look like me? – Language and ethnicity in bilingual customer service recovery
سال انتشار : 2017
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بخشی از مقاله انگلیسی:
2. Literature review and hypotheses development
2.1. Service recovery outcomes Mainstream marketing research is fairly unanimous in saying that it is harder and more costly to attract new customers than to retain customers (e.g., Reichheld, 1996). Because of this, service firms should make every effort to maintain relationships with existing customers in an era of cutthroat competition and choice among many service providers. Yet, delivering error-free services is almost impossible because humans, rather than machines, create and deliver services. Thus, service failures are an undesirable but inevitable part of business. Creating a sustainable competitive advantage, therefore, is challenging. What often distinguishes successful from unsuccessful service providers is how they interact with customers after a service failure and how they are able to build good rapport. Numerous studies have explored factors such as rapport in service delivery contexts (e.g., Gremler & Gwinner, 2000, 2008), but not as much in service recovery contexts (DeWitt & Brady, 2003). Rapport is one of the main components of interpersonal bonds (Gremler & Brown, 1998), and is an overall characterization of the experiential interaction between customers and employees. Rapport is used in common speech to mean chemistry, or relationship quality. While there has not been a clear academic consensus on what rapport means, Gremler and Gwinner (2000) show that rapport has two components: 1) an affect-laden cognitive evaluation, that looks at the level of enjoyment of an interaction; and 2) the bond established between the customer and the employee (DeWitt & Brady, 2003). The experience of such chemistry between service providers and customers does not necessarily require multiple encounters. Indeed, service employees and customers often enjoy good rapport after a single encounter (Hennig-Thurau, Groth, Paul, & Gremler, 2006). For example, Hennig-Thurau et al. (2006) found that nonverbal cues, such as the display of positive emotions and authenticity, significantly contribute to favorable rapport between service provider and customers. Gremler and Gwinner (2008) extend this research, identifying four antecedents of rapport: attentive behavior, imitative behavior, courteous behavior, and common grounding. Imitative behavior and common grounding are often triggered by the ethnicities and languages in service encounters (Macintosh, 2009). However, the literature has not explored how language and ethnicity impact rapport and customer outcomes in the service recovery encounter. Before examining the effect of language used in the service encounter, this study explores the context of ethnic minority and majority that could have great impact on the influence of language and ethnicity of service providers.
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کلمات کلیدی:
Language and Ethnicity: Multiple Literacies in Context, Language ... www.tandfonline.com/doi/abs/10.1080/15235882.2006.10162866 by JL Helmberger - 2006 - Cited by 19 - Related articles Nov 22, 2010 - I begin with general comments regarding language policy and planning for bilingual programs for ethnic groups within the borders of ... [PDF]Heritage Language and Ethnic Identity - International Journal of ... ijme-journal.org/index.php/ijme/article/download/157/311 by CL Brown - 2009 - Cited by 26 - Related articles heritage languages and ethnic identity, yet the study reveals that a high level of ... It has been argued that the linguistic situation of bilingual students is more. Speak my language or look like me? – Language and ethnicity in ... https://ideas.repec.org/a/eee/jbrese/v72y2017icp57-68.html by C Azab - 2017 - Related articles Results also show that language can trigger stigma with positive country image that interact ... Language and ethnicity in bilingual customer service recovery ... Home and community factors influencing bilingual children's ethnic ... journals.sagepub.com/doi/abs/10.1177/1367006911429527 by LQ Dixon - 2012 - Cited by 24 - Related articles The influence of home and community factors in predicting ethnic or heritage language vocabulary were examined among 282 Singaporean children whose ... Language, ethnicity, and the schools : policy alternatives for bilingual ... https://searchworks.stanford.edu/view/1467668 Language, ethnicity, and the schools : policy alternatives for bilingual-bicultural education. Responsibility: Noel Epstein ; with responses by Jose A. Cardenas ... [PDF]Development of English Language Education in Ethnic Minority ... web.uri.edu/iaics/files/12YouhanGao.pdf by GAO Youhan - Cited by 2 - Related articles reviewing the existing policy of ethnic minority language education and the English ... Keywords: Bilingual education, China's ethnic minority education, English ... Minority Language Maintenance and the Ethnic Mother Tongue ... - jstor www.jstor.org/stable/325298 by JA Fishman - 1980 - Cited by 77 - Related articles ethnicity" movement as a whole), hopes that bilingual education would reverse the unenvi- able lot of minority languages have been ex- pressed again and ...
