Attitude Toward Offshore Services (Communication Problem)

What it measures

A four-item scale measuring a consumer's negative attitudes arising from communication difficulties when interacting with offshore service agents with foreign accents. Items tap comprehension challenges, frustration at needing repetition, affective dislike, and the perceived link between accent strength and service helpfulness. Part of the OFFSERVSENT battery — a suite of five scales capturing distinct dimensions of consumer sentiment toward offshore service delivery.

Response format

Likert (format not specified)

Scale items

• I can't understand people with foreign accents.
• People with foreign accents have to repeat themselves so I can understand them.
• I hate dealing with service agents who have foreign accents.
• The stronger the accent, the less helpful the speaker.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Two composite reliability estimates from national data sets: CR = .89 (Sample 1) and CR = .88 (Sample 2) — Thelen, Yoo & Magnini (2011). VALIDITY: Comprehensive validation across multiple studies including content, convergent, discriminant, and predictive validity. CONTEXT WARNING: Authors strongly advise caution in applying the OFFSERVSENT scales outside the United States; cultural transferability has not been established. Scale content reflects cultural attitudes specific to the US consumer context. Part of a five-scale battery (OFFSERVSENT); companion scales cover Data Security (OSDS), Foreign Worker Enmity (OSFE), Free-Trade Resentment (OSFR), and a fifth scale. Researchers using this scale should be mindful that items measure discriminatory attitudes toward foreign accents; ethical review considerations may apply.

Recommended companion scales

Citation

Thelen, Shawn, John B. Yoo, and Vincent P. Magnini (2011). An assessment of the validity of consumer sentiments toward offshoring. Journal of Service Research, 14(4), 380–397.

Keywords