...Mohammadali Zolfagharian; Fuad Hasan; Pramod Iyer Purpose The purpose of this study is to explore how service employee choice and use of language to initiate and maintain conversation with second generation immigrant customers (SGIC) influence customer evaluation of the service encounter...

... that relationship communication is a second-order construct consisting of the first-order factors of clarity, pleasantness, responsiveness and language. The findings suggest that service firm’s communications influence customers’ cognitive and affective states, which, in turn, affects customer’s commitment towards...

...Mary H. Beaven; Dennis J. Scotti Argues that a cognitive bias is found in the language used to describe services, since services are defined in relation to manufacturing. Proposes that services should be accurately described as they are very different from manufactured goods. Considers service from...

...Robert W. Boozer; David C. Wyld; James Grant Explores the use of metaphor as a particular feature of language for making sales messages more effective. Examines the concept of metaphor, its use in advertising and its use by marketing practitioners. Concludes that the effective use of language...

... any type of service encounter,and that expectations will vary from one service to another and also from one customer to another. © MCB UP Limited 1990 Age groups Consumer attitudes Language Service industries Service quality Status COURTESY AND FRIENDLINESS: CONFLICTING GOALS...