The Direct, Indirect, and Conditional Effects of a Foreign Employee's Accent on Customer Participation in Services
- Author(s)
- David Bourdin, Christina Sichtmann
- 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.
- Organisation(s)
- Department of Marketing and International Business
- External organisation(s)
- FHWien der WKW
- Volume
- November 2020
- Pages
- 473-484
- No. of pages
- 12
- DOI
- https://doi.org/10.15444/GMC2020.04.07.01
- Publication date
- 11-2020
- Peer reviewed
- Yes
- Austrian Fields of Science 2012
- 502052 Business administration, 502020 Market research
- Keywords
- Portal url
- https://ucris.univie.ac.at/portal/en/publications/the-direct-indirect-and-conditional-effects-of-a-foreign-employees-accent-on-customer-participation-in-services(72a50908-9dd6-4a8d-a602-b579edf38a2e).html