Purpose – Despite the importance of the interaction between consumers and service personnel for how consumers perceive quality, service research assumes that both customers and service provider are perfectly able to interact with each other. This might not be the case on bilingual markets....

Purpose – The service management literature emphasizes the importance of communication, but language difficulties can make communicating in business settings more difficult. The purpose of this paper is to address consumer willingness to communicate in a second language to identity the...

Despite the importance of interactions in services, the role language plays in services is an under-researched field. This paper outlines for which services language is especially important. Consistent across studies in three countries (Belgium, Canada and Finland), the findings suggest that...