Examining the relationship between language divergence and word-of-mouth intentions

More than half of the countries in the world are multilingual, and more than half the worldʹs consumers speak more than one language. Thus, bilingual consumers often receive services provided in a second or nonnative language. This article examines these consumersʹ word-of-mouth intentions after a service provision in a second language. Two studies show that consumers served in a second language are less likely to spread positive word of mouth. The results also reveal a negative halo effect, such that consumers served in a second language perceive the service provider as less responsive in general. Furthermore, the service providerʹs perceived responsiveness appears far more important for determining positive word-of-mouth intentions than other factors, such as service reliability. This study therefore contributes to the fields of service and sociolinguistics, with important implications for managers as well.