Language Use and Identity Construction in Customer Service Communication at Global Hospitality Chains

Thesis Abstract

In the contemporary global hospitality industry, effective customer service communication serves as a critical avenue for shaping organizational identity and fostering guest satisfaction amidst cultural diversity. This study investigates the intricate relationship between language use and identity construction within customer service interactions at leading international hospitality chains, aiming to elucidate how linguistic choices reflect and reinforce organizational and individual identities. Specifically, the research seeks to answer how language strategies employed by customer service agents influence perceptions of professionalism, friendliness, and cultural sensitivity, and how these perceptions, in turn, impact customer loyalty and brand image. The primary objective of this research is to examine the discourse features and pragmatic strategies used by customer service personnel to construct professional and cultural identities in multilingual settings. The study further aims to analyze the influence of language use on customer perceptions and to develop a conceptual model demonstrating the dynamic interplay between linguistic choices and identity performance in service encounters. Guided by the Communication Accommodation Theory (Giles, 1973) and the Face Theory (Goffman, 1967), the research hypothesizes that strategic linguistic adjustments by agents enhance perceived professionalism and cultural sensitivity, leading to improved customer satisfaction. The study adopts a mixed-methods research design incorporating qualitative discourse analysis and quantitative surveys. The population comprises 150 customer service agents and 300 customers across three major international hotel chains operating in metropolitan cities. A purposive sampling technique is utilized to select participants for in-depth interviews and focus groups, while stratified random sampling is employed for survey distribution to ensure representativeness. Data collection instruments include semi-structured interview guides, ethnographic observation checklists, and standardized questionnaires measuring customer perceptions and satisfaction levels. The qualitative data will be analyzed through thematic analysis to identify recurring linguistic patterns and identity construction strategies, whereas quantitative data will be subjected to regression analysis and ANOVA to examine relationships between language use and customer perceptions. Expected findings indicate that multilingual agents employ strategic code-switching, polite forms, and culturally adaptive language to perform professional and cultural identities, which significantly influence customers’ perceptions of service quality and cultural sensitivity. Variations in language use are anticipated to correlate with higher satisfaction scores and positive brand evaluations. Furthermore, the study expects to establish that explicit language adaptation strategies promote an inclusive and respectful service environment, thereby enhancing customer loyalty and organizational reputation. The contribution of this research to knowledge resides in its comprehensive analysis of the micro-level discursive practices that underpin identity construction in a globalized service context, integrating insights from sociolinguistics, intercultural communication, and branding studies. It advances existing theories by operationalizing the concepts of language and identity within the hospitality sector’s multilingual interactions, offering a nuanced understanding of how linguistic strategies shape organizational perceptions and customer experiences in culturally diverse settings. Overall, the study concludes that intentional and contextually sensitive language use by customer service agents is instrumental in constructing favorable identities that resonate with international customers. It recommends that hospitality organizations invest in targeted training programs centered on intercultural communication skills, language adaptability, and identity management to foster inclusive service environments. Future research could expand to explore digital customer service interactions and the impact of emerging communication technologies on identity performance in global hospitality contexts.