Consumer language preferences in service encounters: a cross‐cultural perspective

Abstract

Purpose The importance of the mutual interaction between consumers and the company in service encounters is widely recognised, but researchers have usually presumed that both parties are able to interact with each other. That is not always the case. If they do not share a common language, it may have consequences for the service encounter. This paper aims to analyze consumer language preferences across four language groups. Design/methodology/approach Quantitative and qualitative studies are conducted among bilingual speakers of four languages (English/French and Finnish/Swedish) in two countries (Canada and Finland). Study 1 is a quantitative analysis of the degree of importance that respondents in the various language groups attach to the use of their first language in a variety of service encounters. Study 2 is a qualitative examination of the factors that determine the preferences expressed in Study 1. Findings Use of first language in service encounters is preferred by consumers in all four language groups. However, the reasons for preferring first‐language use differ between countries. Language is shown to have emotional connotations for consumers that go beyond mere communication. Originality/value This is the first study of the role of language in service encounters among consumers from different countries.