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

Purpose Drawing on the dual process theory and cultural dimension of power distance, current research investigates impact a specific service clue—the linguistic style address forms (salutation) in hotel manager letters to guests—on customer satisfaction context Ecuador. Design/methodology/approach Following an experimental design approach, this conducted series two studies examine how customers' values (high vs low distance), (formal casual) valence (service success failure) together influenced satisfaction. Specifically, Study 1 examined condition, 2 investigated failure condition. Findings The results show that, customers follow their distinct orientations distance) when responding different styles casual). On other hand, situation, as desire for expressions respect that can be reflected formal form, level is lower casual form used guest communications, regardless distance. Originality/value This adds existing cross-cultural research, particularly terms valence, provides practical implications enhancing providers' awareness sociolinguistic competence effectively communicate with from diverse backgrounds.