KOREASCHOLAR

THE DIRECT, INDIRECT, AND CONDITIONAL EFFECTS OF A FOREIGN EMPLOYEE’S ACCENT ON CUSTOMER PARTICIPATION IN SERVICES

David Bourdin, Christina Sichtmann
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/400789
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
pp.473-484
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

In three studies, we show that semployee accent directly, indirectly (through intelligibility and trust), and/or conditionally affects customer participation (CP) in services positively or negatively, depending on the type of accent and its valence, the customer’s need for interaction, and the type of CP, i.e. voluntary, mandatory, or replaceable CP.

Keyword
accentsintercultural service encountersstereotypescustomer participationco-productionservices
Table Content
ABSTRACT
INTRODUCTION
CONCEPTUAL BACKGROUND
STUDY 1
STUDY 2
STUDY 3
THEORETICAL AND MANAGERIAL IMPLICATIONS
FIGURES
LIST OF REFERENCES
Author
  • David Bourdin(FHWien der WKW, Austria)
  • Christina Sichtmann(University of Vienna, Austria)