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.

ABSTRACT
INTRODUCTION
CONCEPTUAL BACKGROUND
STUDY 1
STUDY 2
STUDY 3
THEORETICAL AND MANAGERIAL IMPLICATIONS
FIGURES
LIST OF REFERENCES

• David Bourdin(FHWien der WKW, Austria)
• Christina Sichtmann(University of Vienna, Austria)