A new report suggests that a service frontline employee's accent can affect the experience of a consumer they are dealing with.
The research was conducted by the University of Adelaide and published in the European Journal of Marketing, and suggests that when a customer is confronted with an accent that differs from Standard Australian English, in some situations it can evoke negative predispositions, and reduce their level of tolerance during the interaction.
Doctor Sally Rao Hill is one of the authors of the study.
She is speaking to Zara Zaher.
(Click on the audio tab above to hear the full interview)
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