When does service employee’s accent matter? Examining the moderating effect of service type, service criticality and accent service congruence

Abstract

Purpose

The purpose of this study is to further our understanding of the effects of service employees’ accents on service outcomes and to investigate the boundary conditions of service type, service criticality and accent-service congruence.

Design/methodology/approach

This study reports on three scenario-based experiments with between-subject designs to assess customer reactions to service employees with nonstandard accents.

Findings

The findings revealed that the three service-related extraneous factors investigated in this study influence the direction and strength of accent’s impact. Service employees’ nonstandard accents generally negatively influence customers’ satisfaction with a service provider and purchase intentions. This effect is stronger for credence services than for experience services. While customer satisfaction with the service encounter tends to stay the same regardless of service criticality, they have less purchase intention in high service criticality situations when they deal with service employee with a nonstandard accent. Accent-service congruence enhances both satisfaction and purchase intention.

Research limitations/implications

This study makes contributions to the accent in service interaction literature by enabling the authors to have a more complete understanding of how accent effects drive customer satisfaction and purchase intention. Future studies can take customer-related factors such as customer-service employee relationships, customers’ ethnic affiliation and ethnocentrism into consideration when examining the effects of accent in service interactions.

Practical implications

Service managers need to be aware when nonstandard accents’ negative effects will elevate – credence service and service with higher criticality are better provided by service employee with a standard accent. A nonstandard accent that matches the service improves customer satisfaction and purchase intention and could be used to its advantage.

Originality/value

This study contributes to the service literature about service employees’ interaction with customers and is particularly relevant in multicultural societies with increasingly diverse workforces.

Citation

Rao Hill, S. and Tombs, A.G. (2022), "When does service employee’s accent matter? Examining the moderating effect of service type, service criticality and accent service congruence", European Journal of Marketing, Vol. 56 No. 7, pp. 1985-2013. https://doi.org/10.1108/EJM-09-2020-0707