{"title":"与语言相关的刻板印象威胁、顾客幸福感及其结果","authors":"Aaminah Zaman Malik, A. Paswan","doi":"10.1108/jsm-07-2022-0245","DOIUrl":null,"url":null,"abstract":"\nPurpose\nWhile language is vital for a successful service exchange, it can also become a source of vulnerability if one party is a non-native speaker in an inter-culture service encounter (ICSE). Hence, the purpose of this study is to understand the relationship between language-related stigma that non-native customers perceive in an ICSE and the associated psychological and behavioral responses.\n\n\nDesign/methodology/approach\nA survey-based research method and an experimental study was used to collect data from non-native speakers in the USA with English as their second language. Structural equation modeling procedure was used to test the hypothesized relationships.\n\n\nFindings\nThe findings suggest that the customers who perceive language-related stigmatization in an ICSE context experience intergroup anxiety and lack of social belonging. In turn, intergroup anxiety influences their interaction comfort with the service provider. In the end, these experiences shape their future buying behavior, i.e. they tend to avoid direct interactions with the servers and prefer smart services.\n\n\nResearch limitations/implications\nFuture research is needed to explore the focal phenomenon in other service contexts and cultures to enrich knowledge on language vulnerabilities.\n\n\nPractical implications\nThe study highlights the importance of technology, not just from a convenience perspective, but also as an accommodation mechanism for linguistically vulnerable customers.\n\n\nOriginality/value\nTo the best of the authors’ knowledge, this study is the first to empirically examine the language-related stigmatization and associated psychological and behavioral responses from the non-native customers’ perspective in a services exchange setting.\n","PeriodicalId":48294,"journal":{"name":"Journal of Services Marketing","volume":null,"pages":null},"PeriodicalIF":3.8000,"publicationDate":"2023-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Language-related stereotype threat, customers’ well-being and its outcome\",\"authors\":\"Aaminah Zaman Malik, A. Paswan\",\"doi\":\"10.1108/jsm-07-2022-0245\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"\\nPurpose\\nWhile language is vital for a successful service exchange, it can also become a source of vulnerability if one party is a non-native speaker in an inter-culture service encounter (ICSE). Hence, the purpose of this study is to understand the relationship between language-related stigma that non-native customers perceive in an ICSE and the associated psychological and behavioral responses.\\n\\n\\nDesign/methodology/approach\\nA survey-based research method and an experimental study was used to collect data from non-native speakers in the USA with English as their second language. Structural equation modeling procedure was used to test the hypothesized relationships.\\n\\n\\nFindings\\nThe findings suggest that the customers who perceive language-related stigmatization in an ICSE context experience intergroup anxiety and lack of social belonging. In turn, intergroup anxiety influences their interaction comfort with the service provider. In the end, these experiences shape their future buying behavior, i.e. they tend to avoid direct interactions with the servers and prefer smart services.\\n\\n\\nResearch limitations/implications\\nFuture research is needed to explore the focal phenomenon in other service contexts and cultures to enrich knowledge on language vulnerabilities.\\n\\n\\nPractical implications\\nThe study highlights the importance of technology, not just from a convenience perspective, but also as an accommodation mechanism for linguistically vulnerable customers.\\n\\n\\nOriginality/value\\nTo the best of the authors’ knowledge, this study is the first to empirically examine the language-related stigmatization and associated psychological and behavioral responses from the non-native customers’ perspective in a services exchange setting.\\n\",\"PeriodicalId\":48294,\"journal\":{\"name\":\"Journal of Services Marketing\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":3.8000,\"publicationDate\":\"2023-07-03\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Services Marketing\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1108/jsm-07-2022-0245\",\"RegionNum\":4,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Services Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/jsm-07-2022-0245","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
Language-related stereotype threat, customers’ well-being and its outcome
Purpose
While language is vital for a successful service exchange, it can also become a source of vulnerability if one party is a non-native speaker in an inter-culture service encounter (ICSE). Hence, the purpose of this study is to understand the relationship between language-related stigma that non-native customers perceive in an ICSE and the associated psychological and behavioral responses.
Design/methodology/approach
A survey-based research method and an experimental study was used to collect data from non-native speakers in the USA with English as their second language. Structural equation modeling procedure was used to test the hypothesized relationships.
Findings
The findings suggest that the customers who perceive language-related stigmatization in an ICSE context experience intergroup anxiety and lack of social belonging. In turn, intergroup anxiety influences their interaction comfort with the service provider. In the end, these experiences shape their future buying behavior, i.e. they tend to avoid direct interactions with the servers and prefer smart services.
Research limitations/implications
Future research is needed to explore the focal phenomenon in other service contexts and cultures to enrich knowledge on language vulnerabilities.
Practical implications
The study highlights the importance of technology, not just from a convenience perspective, but also as an accommodation mechanism for linguistically vulnerable customers.
Originality/value
To the best of the authors’ knowledge, this study is the first to empirically examine the language-related stigmatization and associated psychological and behavioral responses from the non-native customers’ perspective in a services exchange setting.
期刊介绍:
■Customer policy and service ■Marketing of services ■Marketing planning ■Service marketing abroad ■Service quality Capturing and retaining customers in a service industry is a vastly different activity to its product-based counterpart. The fickle nature of today"s consumer is a vital factor in understanding the factors which determine successful holding of market share - and the intense competition within the sector means practitioners must keep pace with new developments if they are to outwit competitors and develop customer loyalty.