Document Type
Article
Publication Date
7-9-2001
Abstract
This paper addresses the effect on customer service satisfaction of primary language differences between service personnel and customers in retail store environments. This study was conducted using ethnographic research methods in five different retail store environments where service personnel were Spanish-speaking and customers English- speaking. The results of the study suggest that primary language differences in the service dyad can result in impaired service and customer dissatisfaction. The results of the study also indicate that store management can control some factors to increase customer satisfaction.
Keywords
consumer satisfaction
Rights
© The Author(s). Kelvin Smith Library provides access for non-commercial, personal, or research use only. All other use, including but not limited to commercial or scholarly reproductions, redistribution, publication or transmission, whether by electronic means or otherwise, without prior written permission is strictly prohibited.
Department/Center
Design & Innovation
Recommended Citation
Reichert, C. Fritz, "Ten Thin Slices: A Study of Customer Satisfaction in Retail Business Transactions Wherein Service Providers and Customers Have Different Primary Languages" (2001). Student Scholarship. 427.
https://commons.case.edu/studentworks/427