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¿Y Usted? Social influence effects on consumers' service language preferences

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  • Bell, Monique L.
  • Puzakova, Marina

Abstract

The phenomenon of consumer multilingualism requires service marketers to consider the impact of service language on service evaluations. While prior research shows that multilingual consumers prefer service in their native language, this research establishes the moderating role of social presence on the relationships between service language and service satisfaction. The current research demonstrates that minority and majority language speakers prefer service in the majority (vs. minority) language when their friend's native language is different from their own. This research also demonstrates the boundary conditions of this effect, including cultural symbolism and self-reward vs. other-directed consumption focus. These findings provide theoretical and managerial implications for service marketing.

Suggested Citation

  • Bell, Monique L. & Puzakova, Marina, 2017. "¿Y Usted? Social influence effects on consumers' service language preferences," Journal of Business Research, Elsevier, vol. 72(C), pages 168-177.
    • Handle: RePEc:eee:jbrese:v:72:y:2017:i:c:p:168-177
    DOI: 10.1016/j.jbusres.2016.08.030
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    References listed on IDEAS

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    Cited by:

    1. Helene Tenzer & Siri Terjesen & Anne-Wil Harzing, 2017. "Language in International Business: A Review and Agenda for Future Research," Management International Review, Springer, vol. 57(6), pages 815-854, December.
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