Restoran Deneyimlerinde Dil Engeli ve Kültürel Farklılıkların Etkisi: Bir Yerleşik Kuram Yaklaşımı

Dil engelleri konusu, ESL (English as a Second Language-İkinci Dili İngilizce olan) müşteriler için özellikle kültürlerarası hizmet alımlarında son derece önemlidir. Müşteriler, ne istediklerini anlatırken, hatta ürün ve servislerle ilgili bilgi talep ederken bile iletişim güçlüğü yaşayabilmektedir. Bu çalışma, nitel bir araştırma yöntemi olan yerleşik kuram yaklaşımı kullanarak ESL müşterilerin kültürlerarası hizmet alımı sırasında karşılaştığı sorunları tanımlamaktadır. Bulgulara göre, dil engeli olumsuz duygusal ve zihinsel tepkiler meydana getirmekte ve ESL müşterilerin gerekli bilgi talebinde bulunmalarına ya da hizmette yaşanan aksaklıkları bildirmelerine engel olmaktadır.

THE IMPACT OF LANGUAGE BARRIER & CULTURAL DIFFERENCES ON RESTAURANT EXPERIENCES: A GROUNDED THEORY APPROACH

The issue of language barriers is particularly important for ESL (English as a Second Language) customers especially in intercultural service encounters. Customers may have difficulty in telling what they want or even asking for information about products or services. This study describes the problems faced by ESL customers during intercultural service encounters by using the grounded theory approach as a qualitative research method. The findings suggest that the language barrier generates negative emotional and cognitive responses, and prevents ESL customers from taking certain actions such as seeking necessary information or complaining about service failures.

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