¿Y Usted? Social influence effects on consumers' service language preferences
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DOI: 10.1016/j.jbusres.2016.08.030
Abstract: The phenomenon of consumer multilingualism requires service marketers to consider the impact of service language on service evaluations. While prior research shows that multilingual consumers prefer service in their native language, this research establishes the… read more here.
Keywords: research; social influence; service language; usted social ... See more keywords