Start Date

7-1-2011 10:30 AM

End Date

7-1-2011 11:45 AM

Track

1. Track 1 – Formal Paper Presentation

Subject Area

Consumer Behavior

Faculty Member

Anna S. Mattila asm6@psu.edu

Abstract

The issue of language barriers is particularly critical during intercultural service encounters for ESL (English as a Second Language) customers. Customers may struggle to communicate what they want or even get necessary information regarding products or services. Through a qualitative study, based on a grounded theory approach, this study identifies issues that concern ESL customers in intercultural service encounters. The findings suggest that the language barrier generates negative emotional and cognitive responses, and prevents ESL customers from taking certain actions such as seeking necessary information or complaining about service failures.

Keywords

Grounded Theory, Language Barrier, Intercultural Service Encounter, ESL Customers



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Jan 7th, 10:30 AM Jan 7th, 11:45 AM

The Impact of Language Barrier & Cultural Differences on Restaurant Experiences: A Grounded Theory Approach

The issue of language barriers is particularly critical during intercultural service encounters for ESL (English as a Second Language) customers. Customers may struggle to communicate what they want or even get necessary information regarding products or services. Through a qualitative study, based on a grounded theory approach, this study identifies issues that concern ESL customers in intercultural service encounters. The findings suggest that the language barrier generates negative emotional and cognitive responses, and prevents ESL customers from taking certain actions such as seeking necessary information or complaining about service failures.