How Does Language Matter for Services? Challenges and Propositions for Service Research

The service encounter depends on the interaction between consumer and company, with an active role for the consumer as a participant. Building on existing literature, this article argues that language influences how consumers perceive the service encounter in several important ways. In turn, service providers and service researchers must understand the impact of the language used before, during, and after the service encounter. Across these three phases, 11 propositions pertaining to language use help clarify the service encounter, the role of the consumer in services, and how consumers are influenced by language. These propositions also offer ways forward for service research to study the influence of language use on the service encounter. From a managerial perspective, this article highlights language as an increasingly important challenge and suggests ways for companies to meet this challenge.