Purpose – The primary objective of this article is to investigate customer reactions to service employees with accents that differ from a non-native accent taking into account customer emotions. Design/methodology/approach – This article reports on a study with a 2 (accent of service employee: Australian or Indian) × 2 (service employee’s competency: competent or incompetent) × 2 (customer’s affective state: positive or negative) between-subject experimental design to uncover the effects of service employees’ accent on customers’ reactions. Findings – The findings revealed that hearing a service employee with a foreign accent was not enough on its own to influence customer responses. However, when the service employee is incompetent or the customer was in a negative affective state, a foreign accent appeared to exacerbate the situation. Research limitations/implications – While the findings indicate that accents are used a cue for customers to evaluate service employees, further research should also take service types, service outcomes, customer-service employee relationships, customers’ ethnic affiliation and ethnocentrism into consideration when examining the effect of accents. Practical implications – Service managers need to be aware that accents will exacerbate perceptions of already difficult service situations. Providing competent service will help breakdown stereotypes and improve the acceptance of diversity at the customer–employee interface. Originality/value – This article contributes to the service literature about service attributes and is particularly relevant to economies such as the USA, Canada, the UK, New Zealand and Australia where immigrants are a large part of the service work force.
European Journal of Marketing – Emerald Publishing
Published: Nov 4, 2014
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera