Open Access Open Access  Restricted Access Subscription or Fee Access

Language Preferences of Foreign Consumers in High and Low Involvement Service Encounters

David A. English

Abstract


This mixed method research was conducted to determine whether differences in the preference of language among foreign consumers in South Korea existed between low-involvement service encounters and high-involvement service encounters. A questionnaire was completed by 161 participants for this qualitative study. The findings indicated that all of the service encounters fell into either a high- or low-involvement in line with previous studies except for procuring a loan from a bank, which was a medium-level service encounter. In-depth interviews were conducted with 12 foreign teachers in South Korea from the pool of quantitative participants. The qualitative study results indicated that foreign consumers were willing to use Korean in a low-involvement service encounter; foreign consumers in a high-involvement service encounter preferred to speak English; overall, foreign consumers preferred to use Korean over their native language; the level of Korean the foreign consumer spoke affected whether they were willing to use the language; the offer of a 10% discount would not be large enough for foreign consumers to speak Korean; and foreign consumers stated they were not willing to pay a premium for a service in English. Recommendation from the study included foreigners learning the language, for foreigners to use Korean during service encounters, and lastly, for service providers to offer more services in English. 


Keywords


service encounters; language; foreign consumers; language preference

Full Text:

PDF

References


Ahn, J. H. (2013). Global migration and the racial project in transition: Institutionalizing racial difference through the discourse of multiculturalism in South Korea. Journal of Multicultural Discourses, 8(1), 29-47. doi:10.1080/ 17447143.2012.753894

Barlow, C. (2010). Interviews. In A. J. Mills, G. Durepos, & E. Wiebe (Eds.), Encyclopedia

of case study research. (pp. 496-500). Thousand Oaks, CA: Sage. doi:10.4135/ 9781412957397.n182

Bertaux, D. (1981). From the life-history approach to the transformation of sociological practice. In D. Bertaux (Ed.), Biography and society: The life history approach in the social sciences (pp.29-45). London: Sage.

Cozby, P. C., & Bates, S. C. (2014). Methods in behavioral research (12 Ed.). McGraw-Hill Education.

Donmoyer, R. (2008). Quantitative research. In L. M. Given (Ed.), The Sage encyclopedia of qualitative research methods (pp. 714-719). Thousand Oaks, CA: SAGE. http://dx.doi.org/10.4135/9781412963909.n361

English, D. A. (October, 2015). Small- and medium-sized enterprise marketing to foreign consumers in Seoul, South Korea. Transnational Marketing Journal 3(2). 112. Retrieved from http://www.tplondon.com/journal/index.php/tmj/

Froese, F. J. (2010). Acculturation experiences in Korea and Japan. Culture & Psychology,

(3), 333-348. doi:10.1177/1354067X10371138

Froese, F. J. (2012). Motivation and adjustment of self-initiated expatriates: The case of

expatriate academics in South Korea. International Journal of Human Resource Management,23(6), 1095-1112. doi:10.1080/09585192.2011.561220

Froese, F. J., Peltokorpi, V., & Ko, K. A. (2012). The influence of intercultural communication

on cross-cultural adjustment and work attitudes: Foreign workers in South Korea. International Journal of Intercultural Relations, 36(3), 331-342. doi:10.1016/ j.ijintrel.2011.09.005

Holmqvist, J. (2009). Language influence in services: Perceived importance of native language use in service encounters. Doctoral thesis of Hanken School of Economics, Department of Marketing. Helsinki, Finland.

Holmqvist, J. (2011). Consumer language preferences in service encounters: A cross-cultural perspective. Managing Service Quality, 21(2), 178-191. doi:10.1108/ 09604521111113456

Holmqvist, J., & Van Vaerenbergh, Y. (2012). Perceived importance of native language

use: High-and low-involvement service encounters. The Service Industries Journal,

(15-16), 1-13. doi:10.1080/02642069.2011.638919

Holmqvist, J., Van Vaerenbergh, Y., & Gronroos, C. (2014). Consumer willingness to

communicate in a second language: Communication in service settings. Management

Decision, 52(5), 950-966. doi:10.1108/MD-07-2013-0364

Kim, A. E. (2010). Increasing ethnic diversity in South Korea: An introductory essay.

Korea Observer, 41(4), 497-515. Retrieved from http://kiss.kstudy.com/ journal/thesis_name.asp?tname=kiss2002&key=2884668

Kim, S.-Y. (2015, July 7). No. of foreign residents more than triples over 10 years. Yonhap News. Retrieved from http://english.yonhapnews.co.kr/national/2015/07/05/64/ 0302000000AEN20150705002800315F.html

Korea Immigration Service. (2013, May). Statistics monthly report [in Korean]. Retrieved from Ministry of Justice website: http://www.immigration.go.kr

McCusker, K., & Gunaydin, S. (2015). Research using qualitative, quantitative or mixed methods and choice based on the research. Perfusion, 30(7), 537-542. doi:10.1177/ 0267659114559116

MacIntrye, P. D. (2007). Willingness to communicate in the second language: Understanding the decision to speak as a volitional process. Modern Language Journal, 91(4). 564-576. doi:10.1111/j.1540-4781.2007.00623.x

Mason, M. (2010). Sample Size and Saturation in PhD Studies Using Qualitative Interviews. Qualitative Social Research, 11(3). Retrieved from http://www.qualitative-research.net/ index.php/fqs/article/view/1428/3028

Persaud, I. (2010). Field study. In N. J. Salkind (Ed.), Encyclopedia of research design

(pp. 489-491). Thousand Oaks, CA: Sage. doi:10.4135/9781412961288.n152

Poulis, K., Poulis, E., & Plakoyiannaki, E. (2013). The role of context in case study

selection: An international business perspective. International Business Review, 22(1),

-314. doi:10.1016/j.ibusrev.2012.04.003

Ramirez, E. (2013, May 1). Native English teacher head count continues decline. Korean Herald. Retrieved from http://m.koreaherald.com/view.php?ud=20130501000556#jyk

Vagias, W. M. (2006). Likert-type scale response anchors. Retrieved from https://www.clemson.edu/centers-institutes/tourism/documents/sample-scales.pdf

Yin, R. K. (2011). Qualitative research from start to finish. New York, NY: Guilford Press.

Yin, R. Y. (2012). Applications of case study research (3rd ed.). Thousand Oaks, CA: Sage.

Yin, R. Y. (2013). Case study research: Design and methods (5th ed.). Thousand Oaks, CA:

Sage.


Refbacks

  • There are currently no refbacks.




Transnational Press London

Copyright © 2012-2016 Transnational Marketing Journal / Transnational Press London | All rights reserved | Contact Us
TRANSNATIONAL PRESS LONDON LTD. IS A COMPANY REGISTERED IN ENGLAND AND WALES No. 8771684.