The impact of linguistic style on customer satisfaction: a cross-cultural empirical study in Ecuador

Purpose Drawing on the dual process theory and the cultural dimension of power distance, the current research investigates the impact of a specific service clue—the linguistic style of address forms (salutation) in hotel manager letters to guests—on customer satisfaction in a hotel context in Ecuador. Design/methodology/approach Following an experimental design research approach, this research conducted a series of two studies to examine how...