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首页> 外文期刊>European journal of marketing >Speak my language if you want my money: Service language's influence on consumer tipping behavior
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Speak my language if you want my money: Service language's influence on consumer tipping behavior

机译：如果您想要我的钱，请说我的语言：服务语言对消费者小费行为的影响

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Purpose - Despite the importance of the interaction between consumers and service personnel for how consumers perceive quality, service research assumes that both customers and service provider are perfectly able to interact with each other. This might not be the case on bilingual markets. This paper aims to examine customers' behavioral reactions to being served in their first versus second language. Specifically, the paper tests whether bilinguals who are served in their second language are less likely to tip the service provider. Moreover, it seeks to examine the mediating role of speech accommodation, and the moderating roles of bilinguals' perceived second language proficiency and political considerations. Design/methodology/approach - Study 1 tests the main hypothesis using a scenario-based experiment with adult consumers in two bilingual countries (Belgium, Finland). Study 2 further elaborates on these findings using a retrospective survey of actual customer experiences in Belgium. Findings - Driven by perceptions of speech accommodation, the results consistently show that consumers are more likely to tip if served in their native language compared to when served in their second language. Moreover, this relationship is not dependent on consumers' perceived second language proficiency, but rather upon their political considerations. Originality/value - This is the first study of bilingual customers' behavioral reactions to being served in their second language, among bilingual customers from different countries. Given that more than half the countries in the world are multilingual, service providers need to take customers' native language into account when serving bilingual customers.
机译：目的-尽管消费者和服务人员之间的交互对于消费者如何看待质量非常重要，但是服务研究假设客户和服务提供者之间都能够完美地进行交互。在双语市场上可能并非如此。本文旨在研究客户对以第一语言和第二语言提供服务的行为反应。具体来说，本文测试了以第二语言服务的双语者向服务提供者倾斜的可能性是否较小。此外，它试图考察语言调节的中介作用，以及双语者感知的第二语言水平和政治考虑的调节作用。设计/方法/方法-研究1使用基于情景的实验对两个双语国家（比利时，芬兰）的成年消费者进行测试，检验了主要假设。研究2通过对比利时实际客户体验的回顾性调查进一步阐述了这些发现。调查结果-在对语音适应性的感知驱动下，结果一致表明，与以第二语言提供服务相比，如果以其母语提供服务，消费者更有可能付小费。而且，这种关系不取决于消费者对第二语言的理解程度，而是取决于他们的政治考虑。原创性/价值-这是来自不同国家的双语客户中双语客户对以其第二种语言服务的行为反应的首次研究。鉴于世界上超过半数的国家/地区使用多语言，服务提供商在为双语客户提供服务时需要考虑客户的母语。

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