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Despite the importance of the interaction between consumers and service personnel for how consumers perceive quality, service research assumes that both customers and service provider are perfectly able to interact with each other. This might not be the case on bilingual markets. This paper aims to examine customers ' behavioral reactions to being served in their first versus second language. Specifically, the paper tests whether bilinguals who are served in their second language are less likely to tip the service provider. Moreover, it seeks to examine the mediating role of speech accommodation, and the moderating roles of bilinguals ' perceived second language proficiency and political considerations.

Study 1 tests the main hypothesis using a scenario-based experiment with adult consumers in two bilingual countries (Belgium, Finland). Study 2 further elaborates on these findings using a retrospective survey of actual customer experiences in Belgium.

Driven by perceptions of speech accommodation, the results consistently show that consumers are more likely to tip if served in their native language compared to when served in their second language. Moreover, this relationship is not dependent on consumers ' perceived second language proficiency, but rather upon their political considerations.

This is the first study of bilingual customers ' behavioral reactions to being served in their second language, among bilingual customers from different countries. Given that more than half the countries in the world are multilingual, service providers need to take customers ' native language into account when serving bilingual customers.

This paper aims to examine the effect of intercultural accommodation efforts on service quality perceptions among ethnic minority consumers. Specifically, the paper postulates that during an intercultural service encounter, the impact of the service provider’s language and ethnicity on the consumer’s service quality perceptions is moderated by the level of service involvement, consumer acculturation and perceived discrimination, which, in turn, influence purchase intent.

A 2 × 2 between-subjects experimental design with an online nationwide consumer panel of Hispanic consumers was conducted where 377 participants were randomly assigned to a series of service encounter scenarios in the banking service context to manipulate accommodation efforts (yes vs no) and the level of involvement with the service (high vs low).

When such language and ethnicity accommodations were offered, highly acculturated minority consumers regarded the service encounter less favorably than low acculturated minority consumers. Moreover, during low-involvement service encounters, intercultural accommodations positively impacted consumer’s service quality perceptions compared to situations involving high-involvement services. Also, minority consumers with perceptions of past discrimination had less favorable evaluations of the service quality than when such perceptions were nonexistent when intercultural accommodation efforts were made by the service provider.

The findings add to the sparse literature that examines the effectiveness of intercultural accommodation and focuses on the combined use of service provider’s language and ethnicity as a means to enhance service quality.

The study delivers cautions for service firms not to generalize the receptivity of intercultural accommodation efforts. Given the increasingly sizable segments of minority customers, this study offers insights for service providers to develop suitable recruitment strategies and training programs when devising effective ethnic targeting strategies.

This research is among the first to explain why the effect of target marketing is not homogenous by expanding the research on intercultural accommodations toward a new context considering service involvement levels among varied minority consumer groups.

This paper aims to investigate how Bruneian secondary school students employ code-switching in peer interactions. The functions of students' code-switching were analysed using Reyes' (2004) and Appel and Muysken's (2005) typologies.

The data collected are based on audio-recorded group discussions designed to elicit students’ code-switched utterances.

The results indicate that the students used 11 functions of code-switching: referential, discourse marker, clarification, expressive, quotation imitation, turn accommodation, insistence, emphasis, question shift, situation shift and poetic.

As the study only focusses on a specific secondary school, results from this school will not represent secondary school students in Brunei.

This paper hopes to provide insight into how students' code-switching can be seen in a positive light. Moreover, understanding how students use code-switching in the classroom is essential for successful knowledge transfer and for cultivating competent bilinguals, which is what the country's education system aims for.

This paper sets out to extend current knowledge on advertising effects on those not targeted by noting unintended consequences on attitudinal, emotional, and behavioral reactions.

This paper tests these effects based on relevant theories in the communication and advertising literature on two distinct ethnic groups (Malay and Chinese) in Kuala Lumpur, Malaysia utilizing questionnaires based on a fictitious advertisement for the dominant and non‐dominant ethnic group in Malaysia. The advertisement used was for a fictitious can of drink and its design was common in Malaysia. Data collected were analyzed using Manova, General Linear Model, and Bonferoni.

There were negative attitudinal, emotional, and behavioral reactions by those not targeted who saw these advertisements.

One limitation is that the study used two different advertisements, but each respondent saw only one. The advertisement was also for a fictitious product. Future research will benefit from further improvements (impact of product type or advertisement format) and replication of other ethnic groups or targeted groups.

A practical implication is the importance of predetermining the appropriate use of language and dominance of the targeted group. Targeted communications strategy may not be the most effective method of communicating with a specific ethnic group in a plural society.

The major contribution of this paper consists of the determination of negative effects of advertising on those not targeted, and the finding that the level of dominance plays a role in consumers’ reactions towards targeted advertising. The paper is of value to advertisers, researchers in advertising, and social science scientists.

The objective of this study is to explore general cross‐cultural differences in corporate visual identity between the USA and Korea, and to apply Trompenaars' specific versus diffuse dimension to brand‐logos and taglines in the two countries.

A sample of the brand‐logos and taglines from the top 100 companies in each country were content analysed for research objectives.

The results indicate that Korean brands are generally more diffusive than those in the USA. Specifically, Korean brand‐logos tend to use more abstract and symbolic creative designs than those of the US, and the contents of Korean brand taglines contain more additional values than those in the USA.

The findings suggest the explanation power of new cultural dimensions for academic researchers and the importance of localised corporate identity strategies for international marketers.

Because little is known about the differences between company brand designs across cultures, this study fills a gap in the literature by examining company brand designs and taglines. In addition, this study proved the usability of the newly developed Trompenaars' specific versus diffuse dimension.

We review literature linking patterns of vocal accommodation in the paraverbal range of the voice to small group structures of status and dominance. We provide a thorough overview of the current state of vocal accommodation research, tracing the development of the model from its early focus on patterns of mutual vocal adaptation, to the current focus on structural factors producing patterns of unequal accommodation between group members. We also highlight gaps in existing knowledge and opportunities to contribute to the development of vocal accommodation as an unobtrusive, nonconscious measure of small group hierarchies.

We trace the empirical development of vocal accommodation as a measure of status and power, and discuss connections between vocal accommodation and two prominent theoretical frameworks: communication accommodation theory (CAT) and expectation states theory. We also provide readers with a guide for collecting and analyzing vocal data and for calculating two related measures of vocal accommodation.

Across multiple studies, vocal accommodation significantly predicts observers’ perceptions regarding interactants engaged in debates and interviews. Studies have specifically linked vocal accommodation to perceptions of relative power or dominance, but have not shown a relationship between accommodation and perceptions of prestige.

Vocal accommodation measures have clear applications for measuring and modeling group dynamics. More work is needed to understand how accommodation functions in clearly-defined status situations, how the magnitude of status differences affects the degree of accommodation inequality, and how vocal accommodation is related to other correlates of social status, including openness to influence and contributions to group tasks.

This study presents an investigation of the communicative behaviors and strategies employed in the stimulation and management of productive and destructive conflict in culturally heterogeneous workgroups. Using communication accommodation theory (CAT), we argue that the type and course of conflict in culturally heterogeneous workgroups is impacted by the communicative behaviors and strategies employed by group members during interactions. Analysis of data from participant observations, non‐participant observations, semi‐structured interviews, and self‐report questionnaires support CAT‐based predictions and provide fresh insights into the triggers and management strategies associated with conflict in culturally heterogeneous workgroups. In particular, results indicated that the more groups used discourse management strategies, the more they experienced productive conflict. In addition, the use of explanation and checking of own and others' understanding was a major feature of productive conflict, while speech interruptions emerged as a strategy leading to potential destructive conflict. Groups where leaders emerged and assisted in reversing communication breakdowns were better able to manage their discourse, and achieved consensus on task processes. Contributions to the understanding of the triggers and the management of productive conflict in culturally heterogeneous workgroups are discussed.

The authors explore several aspects of communications theory to identify their relevance to managing a project-based productivity improvement intervention. The literature on communication accommodation theory, groupthink and trust appear to have important implications for improvements. The purpose of this paper is to develop a research methodology used in conducting empirical data collection in the field to test the developed conceptual framework. The authors emphasize the importance of management theory to project-based interventions. The focus of this work is summarized by the research question: “what facets of communication impact on the success of a project-based improvement intervention?”.

Following a focused literature review, learnings from specific research were used to identify a series of propositions. The scope of the work was established to limit the range of issues under review. Next, a conceptual framework was designed that allowed a case study to be tested with regard to validity of the propositions. Further testing will be undertaken in a single company.

There is clear evidence showing the relevance of effective communication when executing an intervention to seek performance improvement. In particular, understanding the need of stakeholders’ is paramount that allows the design of a communications strategy. Each phase in a project-based intervention requires different styles of communication. There is also a need to have varying degrees of trust. Total unchallenged trust invariably leads to groupthink that hinders critical decision making.

The work contributes to the understanding of the application of communication theory to project-based interventions – that invariably aim at performance improvement initiatives. While currently the work is in the early stages of research, it does nevertheless show some useful early findings. Clearly further work is needed in international projects in the context of multi-cultural teams and external stakeholders.

With many interventions failing to meet their planned objectives there is a need to isolate possible reasons and to rectify or mitigate the causes. Project management and change management training should include a comprehensive understanding of management theories. This research will contribute to this knowledge base.

Project-based activities are used in most walks of life; the need for excellent management is therefore important. Invariably interventions involve considerable capital investment and their success advances productivity of nations. Understanding and integrating communication theories to their management, therefore, has significant social benefits.

The importance of communications is identified in the project management literature and adjunct disciplines. Professional associations and leading bodies in performance and project management, while emphasizing the need for excellent communication, have not adequately addressed underpinning theories. There is little research focusing on communication accommodation theory, groupthink and risk in the context of project management. The authors’ have not been able to identify any research on an integrated framework that combines these theories with managing a project-based performance improvement intervention.

The purpose of this paper is to consider in broad terms how employers may respond to different forms of religious expression by employees in the workplace, within the discretion afforded to them by law.

Through a discussion of relevant legislation and case law, and a review of relevant literature, it seeks to identify the legal constraints within which employers must operate when determining policy and practice in this area and gives consideration to how they should respond.

It is observed that employers enjoy considerable freedom either to impose restrictions or to encourage religious expression.

The paper considers some of the over-arching principled arguments both for and against encouraging religious freedom at work, whilst concluding that support for religious expression may be the better option, not least for the positive benefits for employee well-being, commitment and engagement which, it is argued, may result.