A research about linguistic accommodation: The effect of code-switching and brand type on customer experience in customer service chats.
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2023-06-15
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en
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Due to the increasing number of companies that engage in international business, there is a growing need for effective ways to communicate with customers from different backgrounds. Customer service is especially important for the customer experience of a company and many factors could influence this experience. According to a research conducted by Wang et al. (2015), it was found when companies engage in intercultural communication accommodation towards their customers, it enhances the overall customer experience. Additionally, Callahan’s research (2007) showed that in service interactions within the United States, accommodation to the consumer in the form of code-switching was observed to occur spontaneously in order to facilitate the service encounter. Drawing upon the findings from Wang et al. (2015) and Callahan (2007), code-switching is expected to have a positive influence on the customer experience.
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