مقاله سال ۲۰۱۷

foundations In framing our theoretical foundations, we want to highlight the gap that exists in the services literature, on the power dynamic between service provider and customer, especially the role of language in shaping such dynamics. Our research attempts to bridge that gap.

۱٫۱٫ Language as service communication Service scholarship emphasizes the importance of keeping customers informed in a language they can understand (Bitner, Booms, & Tetreault, 1990; Gummesson, 1991; Mattson & den Haring, 1998; Rafaeli, Ziklik, & Doucet, 2008; Stiles, 1985). Clear communication improves consumer understanding (Mattson & den Haring, 1998; Rafaeli et al., 2008), leads to better customer evaluations (Bitner, 1990), an increase in referrals via word of mouth (Van Vaerenbergh & Holmqvist, 2014), and enhanced consumer satisfaction (Holmqvist & Grönroos, 2012).

Despite these advances, Holmqvist (2011: 188) notes, “The literature on service management has, by and large, blithely assumes that the consumer and the service personnel speak the same language.” Holmqvist argues that language has an emotional dimension that goes beyond the transfer of information, and that language use strongly correlates to the assertion of historical, national, or regional identity by consumers. For instance, consumers expect service providers to make an effort to converse in customers’ first language.