Language use in services: Recent advances and directions for future research

Holmqvist, Jonas; Vaerenbergh, Yves Van; Grönroos, Christian

doi:10.1016/j.jbusres.2016.10.005

Cited by 57 publications

(63 citation statements)

References 43 publications

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“…First, the current research advances extant knowledge on the role of thinking in a foreign versus native language in consumer judgment and decision making. Although it has been acknowledged that understanding the type of language used in the marketplace is becoming increasingly important (Holmqvist, van Vaerenbergh, & Grönroos, ) due to increasing globalization and the significance of the size of multilingual populations across the globe (Duchene, ), past research in this domain has focused largely on advertisement and persuasion contexts (Krishna & Ahluwalia, ; Luna & Peracchio, ; Puntoni et al, ). These studies suggest that the type of language used in an advert or in marketing slogans influences consumers’ attitudes toward the ad, product, or the firm.…”

Section: Discussionmentioning

confidence: 99%

Making Decisions in Foreign Languages: Weaker Senses of Ownership Attenuate the Endowment Effect

Karataş

2019

J Consum Psychol

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Although the number of bilingual consumers is expanding, research on the impact of language on consumer decision making is scarce. The current research examines the endowment effect, which is a fundamental consumer decision-making regularity, under native versus foreign language processing. I show that the endowment effect, which refers to higher valuation of a given product by sellers than buyers, is attenuated when sellers and buyers process information in a foreign language due to a decrease in sellers' valuation of the product. I further document empirical evidence for the underlying mechanism of this finding. Thinking in a foreign language diminishes the impact of affective reactions on sellers' judgment, which results in lowered sense of psychological ownership. This lowered sense of psychological ownership significantly decreases sellers' valuation to a level comparable to the valuation of buyers. The implications of these results for theory and practice, and avenues for future research are discussed.

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Section: Discussionmentioning

confidence: 99%

Making Decisions in Foreign Languages: Weaker Senses of Ownership Attenuate the Endowment Effect

Karataş

2019

J Consum Psychol

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“…Our study also differs from the analysis carried out by Schuckert et al (2015) and Liu et al (2017) as we focus on hotels located in two distinctively different countries to generalize our findings and look at language related issues outside of the Chinese context. Overall, both theory and empirical observation show that language plays a crucial role in service encounters as it provides a common basis for communication between the service providers and the consumers (Holmqvist and Grönroos, 2012;Holmqvist et al, 2017) and experiential research in hospitality suggests that speaking the same language can avoid misunderstandings and miscommunication (Manzur & Jogaratnam, 2007) and that language accommodations seem to affect positively customers' felt pleasure, control and thus satisfaction (Wang et al, 2015). Based on the received theory, we therefore hypothesize that if the hospitality service provider and the consumer use the domestic language of the focal destination, this would decrease the likelihood of miscommunications, misunderstndings and communication gaps and break-downs, thus ultimately leading to positive eWOM after the service encounter.…”

Section: )mentioning

confidence: 99%

The role of language in the online evaluation of hospitality service encounters: An empirical study

Mariani

Borghi

Kazakov³

2019

International Journal of Hospitality Management

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In an increasingly global travel market, hospitality services encounters involve growing interactions between providers and customers often belonging to different nationalities and cultures and speaking different languages. Extant hospitality management literature has explored the influence of language on service evaluations mostly in offline settings. This study innovatively captures the effect of the language used in online hotel reviews on online consumer ratings in two distinctively different destinations located in culturally different countries: Italy and Russia. Based on almost half a million Booking.com online reviews written by hotel guests in Moscow and Rome, we illuminate if and to what extent domestic vs. foreign language use affects online customer satisfaction. We find that the use of domestic language exerts a positive impact on online ratings in both countries. Implications for hospitality practitioners and managers, developers and managers of online review platforms, and customers of hotel services are discussed.

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“…In line with existing store concepts, robots such as those used in Amazon Robotics, Ocado, Cisco or Softbank [49] for sales support remain unique. At the customer contact and service level, chatbots [29] and voice-supported orders (such as Amazon Echo) [50] are relevant. With regard to interactive displays and digital signage, AI is used for the targeted advertising of products from a store that refer to age, gender, emotions or objects recognized in real time on a customer's body.…”

Section: Serving Customersmentioning

confidence: 99%

A Domain-Oriented Analysis of the Impact of Machine Learning—The Case of Retailing

Weber

Schütte

2019

BDCC

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Information technologies in general and artifical intelligence (AI) in particular try to shift operational task away from a human actor. Machine learning (ML) is a discipline within AI that deals with learning improvement based on data. Subsequently, retailing and wholesaling, which are known for their high proportion of human work and at the same time low profit margins, can be regarded as a natural fit for the application of AI and ML tools. This article examines the current prevalence of the use of machine learning in the industry. The paper uses two disparate approaches to identify the scientific and practical state-of-the-art within the domain: a literature review on the major scientific databases and an empirical study of the 10 largest international retail companies and their adoption of ML technologies in the domain are combined with each other. This text does not present a prototype using machine learning techniques. Instead of a consideration and comparison of the particular algorythms and approaches, the underling problems and operational tasks that are elementary for the specific domain are identified. Based on a comprehensive literature review the main problem types that ML can serve, and the associated ML techniques, are evaluated. An empirical study of the 10 largest retail companies and their ML adoption shows that the practical market adoption is highly variable. The pioneers have extensively integrated applications into everyday business, while others only show a small set of early prototypes. However, some others show neither active use nor efforts to apply such a technology. Following this, a structured approach is taken to analyze the value-adding core processes of retail companies. The current scientific and practical application scenarios and possibilities are illustrated in detail. In summary, there are numerous possible applications in all areas. In particular, in areas where future forecasts and predictions are needed (like marketing or replenishment), the use of ML today is both scientifically and practically highly developed.

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Language use in services: Recent advances and directions for future research

Cited by 57 publications

References 43 publications

Making Decisions in Foreign Languages: Weaker Senses of Ownership Attenuate the Endowment Effect

Making Decisions in Foreign Languages: Weaker Senses of Ownership Attenuate the Endowment Effect

The role of language in the online evaluation of hospitality service encounters: An empirical study

A Domain-Oriented Analysis of the Impact of Machine Learning—The Case of Retailing

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