The effect of service employees’ accent on customer reactions
Abstract
Purpose
The primary objective of this article is to investigate customer reactions to service employees with accents that differ from a non-native accent taking into account customer emotions.
Design/methodology/approach
This article reports on a study with a 2 (accent of service employee: Australian or Indian) × 2 (service employee’s competency: competent or incompetent) × 2 (customer’s affective state: positive or negative) between-subject experimental design to uncover the effects of service employees’ accent on customers’ reactions.
Findings
The findings revealed that hearing a service employee with a foreign accent was not enough on its own to influence customer responses. However, when the service employee is incompetent or the customer was in a negative affective state, a foreign accent appeared to exacerbate the situation.
Research limitations/implications
While the findings indicate that accents are used a cue for customers to evaluate service employees, further research should also take service types, service outcomes, customer-service employee relationships, customers’ ethnic affiliation and ethnocentrism into consideration when examining the effect of accents.
Practical implications
Service managers need to be aware that accents will exacerbate perceptions of already difficult service situations. Providing competent service will help breakdown stereotypes and improve the acceptance of diversity at the customer–employee interface.
Originality/value
This article contributes to the service literature about service attributes and is particularly relevant to economies such as the USA, Canada, the UK, New Zealand and Australia where immigrants are a large part of the service work force.
Keywords
Citation
Tombs, A. and Rao Hill, S. (2014), "The effect of service employees’ accent on customer reactions", European Journal of Marketing, Vol. 48 No. 11/12, pp. 2051-2070. https://doi.org/10.1108/EJM-03-2013-0115
Publisher
:Emerald Group Publishing Limited
Copyright © 2014, Emerald Group Publishing Limited